When introducing FoodWorks The Best Of Local to Northwestern University’s campus, a new brand identity was essential to clarify its purpose. After receiving feedback that guests were uncertain about the brand name, I chose to emphasize the slogan instead, creating a clearer message. Departing from FoodWorks’ color scheme, I opted for Chicago’s colors to better represent the mission. The concept evolved into a sub-brand that incorporated Chicago-themed elements, such as the city skyline, six-pointed star, and urban brick pattern, to emphasize the local aspect. Additionally, I strategically included a schedule lineup to build anticipation and effectively market upcoming restaurant features. The new brand identity successfully captured the essence of FoodWorks and resonated with the campus community.