ABRUSCI'S
FIRE AND VINE

Build a Brand Website

EXECUTIVE SUMMARY

Abrusci’s Fire & Vine is the new identity taking the place of it’s outdated former, Abrusci’s Italian. The restaurant has been a long-time Wheat Ridge, CO staple for authentic Italian food in a friendly family setting. When they moved to a new location and became the coolest urban Italian restaurant in the neighborhood, they needed our team’s help designing and developing a new website.

By redesigning the website, we were able to place the client in front of a broader audience and market them as a go-to for an entertaining atmosphere and exquisite urban Italian food.

Very experienced in the food industry, they knew where they needed to be but reached out to us for our expertise on how to brand themselves effectively.

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CHALLENGES

While the success of the Abrusci’s Italian name carried the restaurant far, they were falling short on keeping current with the demands of the dining industry and needs of their customers.

With the rebrand came a need to completely redesign the site flow; visually and contextually. Through foundational SEO and the menus on site, the site was built for driving traffic. With collaboration from the client, it was determined that this would be done in two phases in order to slowly ‘take’ the audience on a journey from one location to the other. So that they could easily update and change menus and restaurant information in the backend, the client needed a robust site built code free. More importantly, the site needed to feel enticing and familiar for loyal customers and fresh to new customers engaging with the brand for the first time.

THE SOLUTION

Phase 1 consisted of choosing colors and design elements that reflected the mood and messaging of the restaurant as well as a calm, rustic and trending vibe that would entice clientele. The first priority was the messaging strategy; this included figuring out what the priorities of the messaging of the new location would be. With consistent communication from the client, we settled on wood-fired pizzas, unique Italian cuisine, and craft beer and wine. What soon emerged was a maroon, grey and white palette giving the site a modern and inviting feel. As a restaurant with the focus primarily on food, the final piece of Phase 1 was high-quality, mouth-watering pictures of food heavily incorporated into the UX journey.

Phase 1 led to a site that was simplistic, flowed naturally and spoke to the value of the new location. Building up anticipation of what to expect with the new location and keeping clientele informed of the changes, we kept storytelling top of mind. Then, we built in an email capture with promotional incentives to establish a means of communication with the current clientele.

As Phase 1 turned into Phase 2 we built out a fully functional website on WordPress incorporating menu pages, testimonials, a blog, and integrating the restaurant POS and online ordering applications through 3rd party apps. A robust, code free site was delivered allowing the client to easily update and change basic entries like menu items in the backend.

With the old restaurant location having an elder clientele, particular attention was paid with the new location and messaging to attract a more youthful audience. Making sure the website would reflect the brand within the new space whilst also not alienating existing clientele, and attracting a wider demographic was key within the messaging strategy. To do this we focussed on atmosphere trends within the restaurant industry, specifically giving attention to openness and rusticity.

The result? A thoughtfully designed and robust website which competitively positions Abrusci’s Fire & Wine within the restaurant market.

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