The Not Your Average Joe's Brand Team approached us to refresh their brand vocabulary. This was a true "Blue Sky" project that was built to strategical highlight their core values and tactical approach to business. The big idea here was that NYAJ was not only the local restaurant in your neighborhood but each location had two big differentiators – A focus on Fresh Ingredients that uses local produce to present dishes that highlight seasonal ingredients reflecting the region of the location. And the unique feature for a Fast Casual Restaurant that each location has it's own chef on site. It will maintain the same menu as all locations but by limiting ingredients and not using deep freezers all of the dishes are made fresh using the best ingredients.