Challenge
Armend’s Restaurant, a beloved local staple, faced the risk of feeling visually dated as new restaurants and younger families began moving into the rapidly growing surrounding neighborhoods. Despite the consistent quality that had earned deep loyalty among longtime guests, the brand needed to evolve in a way that would attract new customers without alienating its regulars.

Problem
While the food remained a favorite, the existing visual identity and in-store experience no longer reflected the vibrancy of the community it served. Packaging, staff presentation, and the interior environment lacked cohesion, making it difficult for the brand to communicate the same level of quality across delivery, takeout, and dine-in experiences. Without a unified system of branded touchpoints, Armend’s was missing opportunities to reinforce value perception—particularly among new customers who often associate visual polish with product quality.

Solution
We reimagined Armend’s Restaurant visual identity and logo with a focus on the playful “&” as a central brand device—adjusting the name by removing “Restaurant” in favor of celebrating its signature pizza & pasta offering. The refreshed identity extended beyond the logo into a comprehensive system of customer-facing touchpoints.

We developed custom pizza box packaging uniquely designed for each size, introduced updated staff uniforms, and created original interior artwork that brought new energy to the dining environment. Together, these elements formed a cohesive, modern branded experience that carried seamlessly from in-restaurant dining to takeout and delivery.

The refreshed brand created renewed excitement among longtime regulars—adding perceived value to the same product they’ve loved for years—while signaling improved quality and relevance to new customers moving into Southlake’s growing neighborhoods.

• 📈 Increased order traffic from new customers

• 🚚 10% higher delivery sales

• 👨‍👩‍👧‍👦 Larger groups of regulars dining in more frequently

• 🔁 Re-engagement from longtime loyal customers

• ✨ Elevated perceived value among existing guests

• 🧭 Stronger appeal to a younger, growing local audience