Jimmy's Kitchen - Rebranding Concept

Jimmy's Kitchen

Jimmy’s Kitchen is a well-loved restaurant in Maple Creek, known for its pizza, fried chicken, and burgers. While the food had built a loyal following, the branding and interior failed to capture its playful, comforting spirit. The goal of this rebrand was to give Jimmy’s a strong personality — one that reflects joy, warmth, and the love of good food.

Brand Discovery

Jimmy’s is a community-first restaurant: families, friends, and locals drop by for casual meals that feel familiar and satisfying. But the old identity was generic and lacked story.

Through research and customer insights, four key attributes emerged that shaped the rebrand:

Playful → approachable and fun.

Honest → simple food made well.

Comforting → familiar flavors with a homely feel.

Community-driven → a gathering spot for Maple Creek.

Packaging Design

Jimmy’s is not just dine-in — it’s take-out, too. Packaging needed to carry the same playful energy.

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