The Question: how can we convert the reputation of the Garden Bistro here at Tohono Chul Botanical Gardens as a tea room into an attractive meeting spot for our community?
This well-known dining establishment was perceived as a favorite daytime cafe for travelers, but we wanted to attract a more invested group of locals to the Bistro. 'Brewin at the Chul' followed up the summer event, 'Chillin at the Chul,' but required its own branding to showcase craft beers, Tucson musicians, and trendy bites to the happy hour crowd.
Beer is the focus. Fall is the season. A beer garden serves a unique niche and we wanted to be the first to offer this to local businesses and community.
Research for the look and feel of 'Brewin at the Chul'. The colors reflects autumn tones, a harvest palette, the refreshing feel of lower desert temperatures, a celebration of a change of seasons, and the ability to enjoy evenings in a garden setting with live music and great drinks.
Our Executive Director really loved the idea of introducing the character of the owl and a signature piece of the gardens into the event concept.
Final branding for the event included use of the proprietary font to retain consistency from our summer event series.
Each event always requires the creation of table cards, 16x20 poster, banner and other environmental signage.
Menu and Bar signage includes A-frame size as well as 8x11 laminated versions.
Giveaways included stickers and drink discounts with purchase of a collectible mug.
Social media includes photography of food and drinks, shared promotion with the musicians and animated posts the day of each event.
Brewin at the Chul success resulted in a brand new revenue stream for the Garden Bistro, recognition locally as a place for fall happy hour drinks and live music.
