et al.
Et al. is a collective of chefs based in Tulsa that were born out of the desire to have people eat good food and have people truly experience it. The solution we came up with was a narrative-driven brand rooted in nostalgia. Making consumers believe in a brand is telling them a personal story, breaking down the barriers between the consumer and us, ultimately changing patterns, and creating rhythms with our patrons. When we launched et al., the brand itself was one of the most essential aspects to us. There was a hole in the Tulsa market where a food brand connected with the audience past the food; that is how we landed on a multi-concept approach.
Each sub-brand of et al. had its independent brand, from weekly programs to once-a-month dinners at a higher price point. Each brand featured the stories of a different chef and connected them to our target demographic.
From American biscuits, a coursed-out pastry dinner, classic Mexican dinners and a weekly program, a dumpling night, a hand-rolled sushi dinner, all-American vegetarian food, a Peruvian dinner, and other programs, the diverse brand all had fleshed-out sub-brands with their own story and photo shoots.
PRIMARY LOGO
Selected Sub Brand Logos
The brand et al. also had an overarching brand throughout each program, tying everything together. The cohesion is most easily noticed in the photography and art direction on the original website and social media.
For social media, we wanted to keep it casual yet elevated, showing the diversity between programs but overall uniformity throughout the brand. The goal was to let our quickly growing audience know that each program was vastly different, but they could expect the same standard of fun and high-quality food each night we were open. When I ran the social media platforms, we grew the platform from zero followers to over 7,000 in six months. We also ran a texting service with a more casual feel than our social media. We received a 98% open rate with a 57% response rate in the program's first three months.
