Brixx Wood Fired Pizza
Already a successful company, Brixx wanted to update and strengthen their restaurant chain’s brand image. The primary goal was for the business to expand into new, higher-rent markets, attract new customers, and retain their loyal patrons. Tobin Starr + Partners worked with Brixx to clarify the message, image, and atmosphere that the chain wanted to ultimately achieve. TS+P crafted a new logo along with 5-6 major finish options. These pre-approved choices allow franchisees to mix-and-match the finishes to their liking, thus ensuring that almost no two locations will be the identical. Variations also arise from different footprints and seating layouts, providing a unique Brixx experience at each locale that reflects both the brand personality and that of the individual franchisee and neighborhood.
The first location in this roll-out was in Gastonia, North Carolina. As the first ground-up Brixx location, TS+P ensured that the architecture and interiors portrayed the fun, inviting, neighborhood feeling that defines Brixx. The restaurant revolves around the centrally located, copper-tiled pizza oven. Located in the center of the theater kitchen and surrounded by the semi-circular bar, it stands as the focal point of the dining room. Multiple dining environments allow for unique dining experiences, including the signature circle booth, community high-top table, and traditional seating options. The restaurant’s perimeter is lined with a chalkboard chair-rail where patrons can add their own mark to each neighborhood Brixx. The variety of finish options allowed Brixx Gastonia to establish itself as a casual, yet sophisticated, exciting, and colorful restaurant that reflects the brand personality of both Brixx and the surrounding neighborhood.