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Building a New Brand Based on Heritage

Branding That is a Cut Above


Once only known as a value-oriented steakhouse, Black Angus was ready to expand their offering with an online marketplace dedicated to off-premise sales of their 21-day aged, hand-cut steaks, signature sauces and more. But first they needed to educate consumers about their top-quality ingredients in a way that clearly set these products apart from the restaurants.


Black Angus


Brand Positioning Strategy
Brand Identity & Design
Packaging & Physical Assets
Creative Strategy
Integrated Campaign


Recognizing Black Angus’ long-standing legacy, Gigasavvy created a fresh new brand identity for the Black Angus Market, including a logo, color palette and visual style that leverages classic Americana design features, and brand messaging to communicate the value. 

The new brand identity communicates the company’s heritage, while shining a fresh light on the brand’s meats and provisions, including ingredients from proprietary ranches and farms, ingredients with hand-crafted quality, professional-grade cutlery, and more. 

The new Black Angus Market branding was brought to market in April 2023 with a multi-channel campaign including an elevated website experience, in-store displays, collateral and branded butcher paper, paid social media, and display ads.


The client was thrilled with the new brand identity and integrated campaign. The new assets achieved as much as 2x the click-thru rate as compared to other brand campaigns, in addition to earning a cost per click that was as much as 75% lower. This quickly helped Black Angus expand their business and diversify revenue streams with online marketplace orders at a time when consumers were more inclined to eat at home. 

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