BOHANAN’S — “FROM FINE DINING TO FLEXIBLE LUXURY”
Visual Strategy for a Legacy Brand Reinventing Itself Mid-Pandemic

When the pandemic disrupted every aspect of the restaurant industry, Bohanan’s Prime Steaks and Seafood—a cornerstone of San Antonio’s fine dining scene—knew survival meant reinvention. As diners turned toward at-home experiences and digital-first engagement, Bohanan’s leadership pivoted fast, launching a series of new offerings: B@Home (online fine dining delivery), Fri-Date Night (a curated date night experience), and B Downstairs (a more casual bar concept targeting younger patrons).

Strategy: Preserve the Brand. Reimagine the Experience.

We guided Bohanan’s through a comprehensive brand exploration to identify how to evolve without losing the equity they’d built over decades. Our discovery work revealed a demographic gap: their loyal patrons skewed older, while emerging audiences valued experience, convenience, and relevance. The solution? Position Bohanan’s as elegant but accessible, with experiences that flex for how people live and celebrate now.

To bring that strategy to life, we created distinct stylescapes for each sub-brand, visually defining their tone, palette, and expression while keeping everything anchored in Bohanan’s high standards. This alignment gave the internal team a shared north star and ensured consistency across all campaign executions.

Surprise Value: A Custom Typeface Born from Steakhouse Culture

In a spontaneous moment of collaboration, I shared a passion project—a custom typeface I had been developing—with the Bohanan’s marketing team. To my surprise, they embraced it. That typeface became an official part of the brand system, reimagined with a clever twist:

• Rare (thin)
• Prime (regular)
• Well Done (bold)
  

A small detail, but one that reinforced the brand’s voice and storytelling from the typography up.