Rebranding for Recognition & Recall
Redefined the bar’s brand identity with a new logo and slogan to make it more memorable and boost customer recognition.
ASK: Make “The Draft Room” name memorable and recognizable.
CHALLENGE: People forget or confuse the name; branding inconsistent.
INSIGHT: Strong identity + consistent visuals increases recognition and loyalty.
SOLUTION: New logo, color palette, slogan, and branded apparel.
IMPACT: Higher name recall, consistent branding, better engagement.
Ask.
Help The Draft Room stand out and become easily recognizable so customers remember the name and return frequently.
Challenge.
The bar struggles with low name recognition, with many customers forgetting or confusing “The Draft Room.” Inconsistent branding and social presence make it harder to stand out, and this issue is amplified by the neighboring Labatt House. Although the business is no longer operating, its large, prominent signage remains, and its close proximity makes the confusion understandable. Many patrons mistake it or are unsure where to go.
Upon arrival, the name itself can create unclear expectations about the experience. With outdated Labatt branding still dominating first impressions, the opportunity is clear. The Draft Room must outshine the noise. Stronger, cohesive branding will clarify the offering, cut through confusion, and establish a clear, memorable identity.
Insight.
Research Objective
Identify why customers frequently confuse “The Draft Room” with other names (e.g., “The Draft House” or “The Labatt House” or “The Labatt Room”), understand barriers to brand recognition, and uncover opportunities to strengthen the logo and brand identity to improve recall.
Methodology
Customer Surveys
Conducted surveys with current patrons and local residents to measure awareness, recall of the bar’s name, and associations with the current logo and branding.
Focus Groups
Held two small focus groups with frequent bar-goers to discuss perceptions of the brand, first impressions of the logo, and potential sources of confusion with other local bars.
Finding #1
Patrons often misremember the bar’s name as “The Draft House,” “The Labatt House,” or other variations. The current logo emphasizes style over readability, and the name blends with no imagery, making it hard to distinguish. Even loyal customers sometimes hesitate when recommending the bar, which reduces word-of-mouth referrals.
Insight #1
A logo and visual identity that clearly emphasize the unique name, “The Draft Room,” will improve recall and make the brand more memorable, reducing confusion with other establishments.
Finding #2
Other branding touchpoints, like signage, menus, and social media, do not consistently reinforce the name. Customers see different visual cues across platforms, which compounds the confusion. Competitor bars with consistent, bold name presentation have much higher recognition and recall.
Insight #2
Consistent, prominent presentation of the brand name across all touchpoints — digital platforms, menus, apparel, and glassware — is critical to establishing a strong, recognizable identity and building long-term awareness.
Overall Impact
By redesigning the logo for clarity and emphasizing the name across all brand touchpoints, “The Draft Room” will strengthen recognition, reduce confusion, and increase both word-of-mouth referrals and overall customer engagement.
Solution.
Logo Concept
The redesigned logo for The Draft Room focuses on simplicity, clarity, and stronger visual impact. The previous branding lacked distinction and was difficult to recall, so this updated logo uses cleaner typography and bolder, more colorful elements to create a more recognizable identity. The result is a logo that feels modern, recognizable, and easy to remember.
Slogan
The new tagline, “THE GAME STARTS HERE.” positions The Draft Room as a central gathering place for sports, concerts, socializing, and nightlife. Located steps from KeyBank Center and surrounded by downtown activity, the tagline reinforces the bar as a natural starting point before games, events, and nights out.
This new staff shirt is designed to strengthen brand visibility and reinforce name recognition. By keeping the look consistent and recognizable, it helps customers easily identify our name at a glance.
Designed for both function and visibility, this glassware places our brand at the center of shared moments. Each use reinforces recognition and builds familiarity with our name.
The Draft Room’s new logo pairs a bold wordmark with a buffalo and pint icon, creating a simple and memorable design. The updated look reflects the restaurant’s energy and community vibe while making the name easy to recognize and recall.