Restaurant Group

In 2016, Kasey Allen & Dan Sell were aspiring entrepreneurs working in the tech industry. Dan, a Cleveland, Ohio native, casually asked Kasey, a born and raised Boisean, where he could take his kids for unique Boise ice cream - a place with creative flavors made from fresh local ingredients. Kasey didn't have an answer, and the two jokingly said to each other, "Maybe we should create that!"

10 months later, The STIL opened its doors to the public in July 2017 In less than a year, they were voted as Boise's Best Dessert. Their unique concept, fun atmosphere, and delicious ice creams have amassed over one thousand 5-Star reviews across digital platforms and earned them several national media spotlights, including appearances in the Washington Post, Chicago Tribune, Sunset Magazine, Today.com, Forbes, and many more.

Through the success of the STIL Dan and Kasey decided to acquire TheFunky Taco Withan ideal location on 8th street in Downtown Boise, both Kasey and Dan felt this would be the perfect opportunity to expand their restaurant group Oddbox. The previous ownership had lost a loyal customer base due to unpredictable hours and a fluctuation in quality and consistency. Their goal was to turn the business around (and eventually rebrand) The Funky Taco.

There was a need to create some new revenue streams and opportunities to increase awareness around the restaurant so the idea to expand into breakfast was the perfect opportunity to get more revenue and offer something most restaurants in Downtown Boise don’t offer, breakfast burritos and sandwiches to go. To keep the concept separate from The Funky Taco but keep it in–house, we decided to address the need for their parent brand as well as loop it into a sub-branded concept they could use in various areas without being limited to doing it at The Funky Taco.  

What we landed on was a nod to the playfulness of the owners, with a bold use of color and a unique identity in the Boise area. Leaning into a vintage cartoon style and playing with the idea of a “box” we landed on a playful logo that can be sub-branded and create iterations of the parent company should they need more one-off quick solutions. Given the quick nature of this project, we will likely address the sub-branding iterations as they come up. 

Role:
Creative Direction
Identity Systems
Graphic Design
Messaging / Copywriting