Case Study: Hale and Hearty revitalizes its brand and store experience with Big Idea Advertising

Hale and Hearty refreshes 30 locations with Big Idea Advertising

Hale and Hearty, a New York City soup restaurant institution, faced the challenge of refreshing its brand to emphasize its craft quality and history while competing with expanding chains. Big Idea Advertising was engaged to provide a comprehensive brand development and design solution.

Big Idea Advertising created a visual identity inspired by the restaurant's chalkboard specials, using bold typefaces and cheeky messaging to highlight ingredient quality and brand personality. The redesign was applied to packaging, marketing, and all 30 retail locations. The successful refresh helped improve store performance and culminated in the company's acquisition by private equity.

Hale and Hearty