After successfully opening a number of new locations under the Aspen Creek Grill brand, our client decided to venture into new territory with a sports bar concept called Aspen Tap House. Champaign, Illinois was selected as the first location for the new restaurant, in a space previously occupied by the now-defunct Scotty’s Brewhouse chain.

As they prepared to open the first restaurant, Aspen Tap House’s goal was to retain the Scotty’s customer base while simultaneously reaching new audiences and establishing a clear brand voice. With years of experience with Aspen Creek Grill already under our belt, Radius was more than up for the challenge.

Aspen Tap House first needed fresh branding that aligned with Aspen Creek Grill while also creating their own voice in the sports bar market. The result was a bold new brand that featured subtle nods to the Aspen Creek Grill logo and incorporated references to the restaurant’s namesake of Aspen, Colorado.

Following a strong opening in Champaign, Aspen Tap House opened its second location in Mishawaka, Indiana just months later, with plans to continue expanding into new cities in the near future.

To promote the new restaurants, Radius recommended the brand take a slightly more edgy approach to social media in accordance with the sports bar theme. From the get-go, we’ve pushed the envelope with a playful tone and tongue-in-cheek graphics that immediately encouraged engagement with new followers.