/ SELECTED WORK


BRR + Tom & Eddie's

Grab a milkshake and claim your seat by the fireplace. We're serving high-quality, family-friendly dining.

Creating a new casual dining concept


What do you get when two former McDonald's executives team up with Big Red Rooster to devise a high-quality dining concept that's family friendly and affordable? 

 

You get Tom & Eddie's: a casual diner that features hand-made hamburgers, fresh-cut fries, milkshakes and desserts served in a cozy, upscale environment.


 

 

Building a brand identity

After long-term friends Tom Dentice and Ed Rensi decided to create an all-American burger joint, the duo asked Big Red Rooster to kick off the process by crafting a restaurant name and brand identity.


Setting the atmosphere

After creating the brand identity, we were charged with designing a dining environment that embodied the brand and elevated the fast-food experience. The design team aimed to create a distinctive yet relaxed dining environment that made guests feel at home. We set the tone with high-impact orange tiles, warm wood wall coverings and fixtures, and a cozy fireplace.


Devising highly recognizable, affordable signature elements


With rapid franchise expansion and rollout in mind, the team needed signature elements to be highly recognizable, easily fabricated, and affordable. 

 

Tom & Eddie's ampersand steals the spotlight as a bold signature element throughout the space. Large wood veneer-covered pendants hang above round booths, defining a particular seating option. Oversized graphics illustrate Tom & Eddie's fresh ingredients while educating guests waiting in the queue.


Developing seating options

One size doesn't fit all, so we created various seating options to fulfill every diner's unique needs. The chef's table provides additional seating while allowing diners to view the open kitchen. Soft seating was strategically placed near the fireplace to encourage guests to linger and experience the space. Rounded banquettes give an old-school steakhouse feel while increasing seating capacity.


Integrating digital technology


Our team utilized digital menu boards as an effective way to showcase Tom & Eddie's unique menu items and highlight the restaurant's community involvement.