Union 72
Dubbed “a revelation wrapped in a revolution” by Creative Loafing Food Critic Jon Palmer Claridge, Union 72 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.Scope
Naming
Branding
Web Design
Public Relations
Recognition
Silver Addy
Naming
It all started with a story. We gathered as a team with beers in hand to create the foundation on which Union 72 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 Union 72 would bring.
Branding & Web Design
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, apparel design, packaging and to-go materials, branded mason jars, and even the cow tag table numbers. We also made sure that Union 72’s digital presence matched the interior branding by building a custom website.
Public Relations
Before opening their doors, Union 72’s owners also tasked Hype with getting the word out about their new concept. As a result of our public relations efforts, UNION72 was picked up in more than seven media outlets prior to opening.
