Red star with the text "We bring the sizzle since 1986" and "Dig in!" on a navy blue background.

Lone Star Texas Grill

Brand Identity
Brand Guidelines
Packaging Design
Collateral

2019

Awake worked with Lone Star Texas Grill to create a comprehensive and ownable brand that would better position them in the crowded category. This began with creating a positioning statement “We bring the sizzle” which was inspired by a comment in the briefing, “Without the sizzle, it’s just a taco” in reference to Lone Star’s signature fajita. The visual direction was inspired by the ubiquitous arched entrance gates in Texas ranches which create a promise of hospitality and authenticity.

As part of our brand evaluation we evolved the Lone Star logo to give it more clarity and prominence. Based on research it was found that many people didn’t know what Lone Star’s offering was so the “Texas Grill” extension of the logo was made much more readable and clear.

  • An image of the Cultural Center.

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  • An image of the Cultural Center.

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  • Patriotic background with stars and food items, divided into two halves. The left half features a navy blue background with yellow stars, a star-shaped cutlery, a hot dog, and circular text that reads 'Without the Sizzle, It's Just a Taco.' The right half has a beige background with red stars, a cow silhouette, and the same circular text in red.

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  • A collage of brand overview presentation slides for Lone Star Texas Grill. The slides include sections on history, philosophy, visual and verbal systems, social media, and brand identity, with a color scheme of red, white, blue, and gold.

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  • A paper shopping bag with a blue star and white text that reads "This is where the sizzle starts". The bag has a handle held by a hand, and features a logo at the bottom for Lone Star Texas Grill.

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Split image of a jalapeño pepper on a red background and a tortilla chip on a blue background. Overlaid text reads 'The proof is in the queso' on the jalapeño and '100% Texan recipes, 100% Canadian beef' on the chip.
A restaurant menu for fajitas featuring a red and white design with images of fajitas, a turtle logo, and sections for options, sizes, sides, and toppings.
Bag of Texas-style tortilla chips next to a white bowl filled with tortilla chips on a light wooden surface.
Open restaurant menu with patriotic design featuring red stars on a dark blue background and white text, placed on a wooden surface.
Banner with four sections. The first section shows a container of cheese with jalapeño slices and text about wood-fired grilling. The second section has a cheese ball with herbs and text about proof. The third section displays a taco with beef and vegetables and text referencing Texas-sized portions. The fourth section features grilled meat on a plate and text about Texan recipes with Canadian beef.
A stack of blue cards with a red star logo and white text that reads "WE BRING THE FIZZLE Jeff Star" on a light wooden surface.
A red background with nine graphic icons and texts related to Texas BBQ and cuisine, featuring phrases, symbols, and a food knife.