Working with Big Red Rooster has been one of the best examples of collaboration I've experienced in my 20 years at White Castle. They have provided leadership on all elements critical to the execution of a test project - design advice, research support, and above all great project management while maintaining the confidentiality and impartiality we needed.
/ KIM BARTLEY
Vice President, Marketing
and Site Selection
White Castle
BRR + White Castle
Brave is the QSR that strives to prototype a completely new concept. How about three... simultaneously?
Creating new brand experiences through an innovation platform
Creating innovative QSR prototypes that hold defensible positions in a crowded market is no easy task, but we're always up for a challenge. White Castle, an American fast-food hamburger chain, asked us to design three brand-in-brand casual dining concepts to expand the chain's market reach.
Taking a multi-dimensional approach
In order to create three unique restaurant prototypes, we immersed ourselves in every aspect of the project, ranging from food science and brand identity to interior fixtures and exterior design.
We brought the three concepts to life by marrying heritage-inspired signature elements with bold new palettes. Each new offer had to combine effortlessly with White Castle's historic brand, appealing to its cult-like followers and a new customer type alike.
Marrying the old with the new
Creating new brand-in-brand concepts within existing White Castle locations presented several unique challenges. To solve these design obstacles, our team studied White Castle's heritage design elements and looked for imaginative ways to capitalize on its iconic brand image.
We also paid close attention to the queuing process, which ensured design elements defined each path to order. Signature brand components married modern touches, and custom fixtures highlighted White Castle's iconic brand.
Emphasizing a bold palette
Located outside Nashville, Deckers features triple-deck grilled sandwiches alongside traditional White Castle fare. Bold graphics placed throughout the restaurant emphasize White Castle's hamburger heritage while introducing new product offerings. A striped wall and pergola highlight Deckers' bold color scheme.
Bringing innovative design to the plate
White Castle's Laughing Noodle prototype, located in Springfield, Ohio, features innovative soups, salads, and noodle dishes. Bold blue and orange brighten the space while large graphics highlight product offerings and reinforce Laughing Noodle's brand.
Defining a space through modern design
Lafayette, Indiana's Blaze Modern BBQ features bold barbeque fare. Warm, modern elements define the space while preserving White Castle's iconic elements. Branded graphics identify the dual concept experience, and a bold historic montage wall pays homage to White Castle's iconic 1950s imagery.
