Outback Steakhouse

Established in 1988, Outback was ready to evolve the brand into 2006 and create a deeper connection with loyal and new visitors alike. From Outback's famous brandmark to the iconic building, we developed new strategies for every consumer touch point. The team's core creative direction was to move the brand from its "Crocodile Dundee" theme to a more authentic Australian brand experience. We researched all aspects of Australia and its Outback country to discover its colors, textures, sounds, flavors, monuments, art, people and isolated watering holes.

The result of our research created custom aboriginal-inspired art, furniture and fixtures, new color palettes, signage, and new interior and exterior architectural details. We produced three prototype stores for varied real estate strategies, new interior design, new uniforms, a new website, new brandmark and new print collateral. Our effort was praised by the executive team, endorsed by focus groups and more importantly, embraced by consumers. Outback Steakhouse has retained our services since 2006 and today we support its marketing department's creative services needs. Good on ya, mates!