Branding, Website, PR

Created: St. Petersburg, Florida
Managed: St. Petersburg, Florida
Brand Reach: Local

Bringing fiction to life.

Branding for UNION72

Recently dubbed “a revelation wrapped in a revolution” by Creative Loafing Food Critic Jon Palmer Claridge, UNION72 is a game changer.

Founders Bharat Chhabria and Jeff Martin set out to create a chef-inspired barbecue restaurant influenced by flavors and techniques used throughout the world. With such a grand vision it was important to create an equally compelling and grand brand.

Icon for UNION72
Brand Assets for UNION72

We were given complete creative freedom and built the concept from the ground up. We did it all: restaurant name, interior design, brand assets, menu designs, website design, apparel design, packaging and to-go materials, branded mason jars, and even the cow tag table numbers.

Inspiration for UNION72
Logo for UNION72
Menu Design for UNION72

It all started with a story. We gathered as a team (there may or may not have been beer involved) to create the foundation on which UNION72 would evolve. Captain Poulet, Colonel Short Horn and Sergeant Stag were born at the Hype office, and their fictional revolution illustrated the real-life barbecue revolution that UNION72 would bring.

Brand Assets for UNION72
Public Relations for UNION72
Public Relations for UNION72
Public Relations for UNION72
Website Development for UNION72

Hype Group has not only built this brand, but we continue to grow it every day. As a result of our PR efforts, UNION72 was picked up in more than seven media outlets prior to opening. The success of this brand is a result of the perfect “union” of client and agency. This is proven as we were awarded the American Advertising Federation’s 2017 ADDY Award for the UNION72 branding.

Oh, and did we mention they’re already scouting out their next locations?


American Advertising Award Winner