The Spirit of the Steel City
KINGS. Pittsburgh's Family Restaurant. Beloved by the community for many generations for its friendly diner atmosphere, we sought to inject a more city pride-based identity into the brand.
Life, Eat It Up!
No place in America is more historic and vibrant as Pittsburgh and its surrounding areas. Scenic rivers and bridges surround a city built on blue-collar mentality, with hardworking people who love eating great food with people they love. Not to mention, one of the most passionate sports cultures in the country!
In choosing to represent the city itself as the backdrop of the brand update, it morphed into a celebration of everything the city stands for. Black and yellow accent steel backgrounds and black and white photography, really making the vibrant food the hero.
Crafting Storylines
In video and social, the brand anchored in stories of people and how they connect to landmarks and moments special to Pittsburgh. The messaging was clear - that KINGS is claiming the area as something worth celebrating, and it is with this energy that we are able to connect the community's passions together --
Their passion for spending time together, for enjoying great food, and for the great city that their families have built together.
Shoutouts: Black Lab Production (Paige Gillingwater, Holland Henton, Jack Oles, Kevin Smith, Jan Skorstad)