Newport Creamery

Research & Rebranding Campaign


For more than 80 years, the family-friendly restaurant Newport Creamery has been a staple of the Southern New England landscape. During this time the restaurant gained many loyal customers, but instituted very little change. The restaurant's owners acknowledged a drop in new and younger patrons, and recognized the need to evolve their brand to meet the needs of a younger generation of diners.


We conducted a research campaign designed to better understand the restaurant experience and dining habits of more than 300 current and potential customers and staff. The results of the research revealed the desire for a brand and physical presence that honored the company’s long history and reflected the needs of the modern patron. Accordingly, we revised the iconic “Goldie the Cow” logo and created a new tagline that better positioned the restaurant chain to recruit new customers and retain its loyal fan base. The new logo and tagline have been implemented across the restaurant's signage, advertising, menus, packaging and branding of promotional events.

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