Bounty Hunter Restaurant
Brand repositioning & social campaign
Bounty Hunter needed a refreshed identity that modernized its Western aesthetic while staying aligned with its sister brands. I created a brand system and launch campaign which increased social media engagement by 69% and expanded audience reach by 96%.
I. The Challenge
Bounty Hunter needed to modernize its brand while maintaining its established character. The goal was to evolve the identity toward a more elevated, sensory experience while preserving continuity across its brand ecosystem.
Reposition barbecue as elegant and sensuous
New identity, yet aligned with sister brands
Refocus on fine wines & rare liquors
Previous logo variations
Restaurant exterior
II. The Exploration
I began by analyzing local competitors and identifying how Bounty Hunter’s existing materials leaned on generic Western tropes. I developed a richer visual direction drawing from the sensuality of smoke and fire, the vibrancy of fine wine, and Americana details such as wrought iron and prohibition-era artifacts.
Elevated visual direction from “generic western” to wine-forward hospitality
Combined smoke, fire, liquid sensory cues with refined Americana elements
Established a visual tone communicating romance, richness and reliability
III. The Refinement
I refined the identity by applying it across key touchpoints, using real-world contexts to test and strengthen the system. Through this process, the visual language was clarified and unified into a cohesive, scalable framework.
Applied the system across menus, uniforms, merchandise, and campaign assets to validate consistency
Introduced a script typeface to elevate tone and add sophistication and movement
Refined the palette to monochrome reds, reinforcing themes of romance, fire, and wine
IV. The Outcome
The refreshed identity drove measurable gains in engagement and reach during the 90-day launch campaign, demonstrating the effectiveness of a cohesive, concept-driven system.
Increased overall social engagement by 69% QoQ during launch
Boosted limited-time campaign engagement by 52% QoQ
Expanded total audience reach by 96% QoQ, strengthening ongoing visibility and interaction
