What makes Gott’s different – and so popular – is its modern gourmet interpretation (ahi burgers, sweet potato fries, espresso milkshakes, fine wine) of a classic American burger stand. We felt their only liability was that their graphics didn’t measure up to the high quality of the food.
This iconic drive-in in the Napa Valley had been known for decades as Taylor’s Automatic Refresher. For legal reasons, the owners – the Gott family – had to change the name before any further expansion. We couldn’t “mess” with any aspect of the beloved brand. We had to communicate that it was the same exact place, just with a new name.
In really short order (less than eight weeks), we: renamed the business; created an entirely new visual language; and executed signage, website, menus, apparel, and packaging. We added an absurdly literal tagline – Tray Gourmet – as orders are served on a tray.