Combining brand identities is often difficult, but Design Forum (Dayton, Ohio) accepted the challenge when it incorporated Long John Silver's with its co-brand, A & W. The goal was to improve the dine-in experience so more customers would choose to stay and enjoy a meal rather than eat-and-run.
The prototype's updated exterior features two towers, identifying both Long John Silver's and A & W brands through casual logos and metallic silver roofing. Inside, a nautical theme is integrated with decorative booth dividers and custom wallcoverings. The color scheme is more "appetizing" with soft shades of blue, yellow, aqua and red. And, to avoid the fast-food atmosphere, Design Forum separated the food-ordering counter from the pick-up counter, directing focus away from the kitchen.
Client: Long John Silver's, East Ridge, Tenn.
Design: Design Forum, Dayton, Ohio
Photography: Jamie Padgett