Good Stuff Eatery Website

Challenge

In 2010, Leap Logic partnered with Celebrity Chef Spike Mendelsohn for the launch of his new pizzeria We, The Pizza.  In 2012, Spike returned to give his original restaurant Good Stuff Eatery a facelift. Since the launch of their original site, Good Stuff Eatery has become a smash hit in DC comfort cuisine.  In addition, Chef Spike's popularity has continued to grow from various TV shows, appearances and publicity opportunities.  The brand had changed and evolved through the growth any new startup encounters.  Our task was to study what worked and to help Cathy, Spike and sister Micheline direct the visual identity for the next few years.

Strategy

With Good Stuff Eatery, as with Chef Spike, it's as much about the food as it is the style.  With that in mind, a full design exploration was necessary to see where this brand was headed.  With a unique take on upgraded, farm-fresh americana, we had endless avenues to explore.

Ultimately our first concept emphasizing the food, the fun, and the locations emerged over freshness or american flair.  Later we weaved these two concepts back into the final designs.

Results

Post launch, Good Stuff has seen a 23% increase in web traffic to a monthly average over 20,000. Equipped with better blogging tools, reservation forms, a beautiful fun menu, and a stylish platform in which to grow, Good Stuff Eatery now has a web presence to match the great experience found in their restaurant locations.