Prime Rib Steak House: Rebranding Heritage for the Future

Situation: Rejuvenating 1963 Family Business in Competitive Market

Prime Rib Steak House is a premium steakhouse located in the heart of Brooklyn. Established in 1963, Prime Rib has been a family-owned operation with the third generation now trying to rebrand and rejuvenate the business. The steaks that Prime Rib creates are based on secret family recipes handed down over generations from their Spanish ancestors originating in the Andalucia region.

Brand Story: Although this restaurant has so much history, the client wanted to cut clean from the past and create a brand that looks to the future. The New York restaurant landscape is highly competitive, and an average-looking brand with an average product is sure to die a quick death. To stand out from the crowd and win market share, Prime Rib had to recreate itself and reinvent the way steakhouses brand and market themselves.

Task: Rebrand Heritage Business for Future Success

They came to Spellbrand for a Brand Strategy that would help them re-launch with a bang. The challenge required:

• Heritage preservation: Honor 1963 heritage and Spanish ancestry
• Future positioning: Create brand that looks to the future
• Market differentiation: Stand out in competitive New York restaurant landscape
• Authentic positioning: Build authentic positioning that appeals to broader market

Action: Strategic Brand Development

Brand Strategy: Authenticity Through Heritage

Brand Solution: By focusing on the ethnic target audience, our strategy was to create an authentic steakhouse that was not pandering to everyone and anyone. Instead, the focus would be on serving the local Spanish community in a rustic and authentic way. This would then lead to a reputation for authenticity that would then appeal to the broader segment because these days people are looking for authentic experiences.

This strategic approach:

• Honors heritage: Connects to Spanish ancestry and secret family recipes
• Creates authentic positioning: Appeals to customers seeking genuine experiences
• Builds community loyalty: Focuses on local Spanish community first
• Attracts broader market: Authenticity attracts customers beyond target demographic

Logo Design: Vintage Hand-Drawn Authenticity

Following the brand and social media strategy, we started exploring different visual styles for the logo design and brand identity. We wanted to create a very vintage and almost hand-drawn kind of logo that would take people back to the good old days of handmade signs. We experimented with various illustrations of steaks on a plate and finally created a design that finds the balance between rustic and contemporary.

This design approach:

• Honors heritage: Vintage style connects to the 1963 founding
• Feels authentic: Hand-drawn aesthetic suggests craftsmanship
• Stays modern: Contemporary elements ensure relevance
• Communicates quality: Rustic design suggests traditional methods

Complete Brand Identity System

We also created matching brand items such as business cards, coasters, letterheads, envelopes, and more, ensuring that every touchpoint reinforces the authentic, heritage-focused positioning while maintaining the balance between rustic and contemporary.

Result: Brand Identity That Honors Heritage While Looking Forward

The brand identity we created for Prime Rib Steak House successfully rejuvenates their 1963 heritage while positioning them for future success. The comprehensive brand transformation delivers:

Strategic Outcomes

• Heritage preserved: Vintage hand-drawn logo design honors Spanish ancestry and secret family recipes
• Future positioning: Brand successfully looks to the future while honoring past
• Market differentiation: Authentic positioning sets them apart in competitive New York restaurant landscape
• Community loyalty: Brand builds loyalty within local Spanish community
• Broader appeal: Authenticity attracts customers beyond target demographic

Implementation Success

Today, Prime Rib Steak House uses this comprehensive brand identity to attract customers who appreciate authentic steakhouses with heritage. The vintage hand-drawn logo design honors their Spanish ancestry and secret family recipes while the authentic positioning strategy builds loyalty within the local Spanish community and attracts customers seeking genuine dining experiences. The brand successfully positions Prime Rib Steak House as Brooklyn’s premier destination for Spanish-influenced steaks based on generations-old family recipes from Andalucia.