We’re thrilled to have partnered with the restaurant group by CHLOE. for the roll-out of their full rebrand, repositioning itself as Beatnic.
by CHLOE. burst onto the scene in 2015, radically shaking up the uninspiring vegan sector, with its Instagrammable content and plant-based food innovation. Now, with the brand’s namesake no longer at the helm and ambitious global growth plans, they needed to reposition the brand to represent their next chapter trailblazing the plant-based food movement.
The new brand continues to be inspired by the free-spirited, fun, you-be-you culture that thrives in the brand’s heartland NYC West Village, and the Beatnik movement that originated there in the ’50s. The rebrand communicates this with a new look and feel that embodies Beatnic’s bold, charismatic and eccentric character, with deliciousness being at the very heart of everything it does.
The Beatnic name captures the brand’s vibrant, creative, and inclusive values which were at the core of the Beatniks, whilst the bold visual identity – across the logo, typeface, colour palette, pattern and photography – embodies the charisma of the village and its people and is crafted to be a modern interpretation of the visual art originating from the time.
Catey Mark Meyers, President of Beatnic commented about the rebrand, “We came to Pearlfisher with a daunting challenge of renaming and evolving a very beloved and unique brand in the fast-casual restaurant space. The team very quickly helped us articulate the brand positioning and story while honing in on the values we wanted to carry forward from by CHLOE. to Beatnic. They were great partners as we developed the new visual identity, and we are confident that the evolved brand and creative will resonate with current and new consumers as we continue to strengthen our position in the category.”
The new brand has become a beacon for the next generation of tastemakers, hungry for positive change within food. It’s so delicious, they’ll want to order seconds.