Becky Scheible

Mixed emotions about the Carolina Inn

Posted by beckyscheible

I was walking by the Carolina Inn a few months ago and noticed its sign looked slightly off. Was there always a pop of Carolina blue in that logo? I thought I might have been going crazy until I recently looked through its Facebook page and found my suspicions to be confirmed. The new logo chopped off all but the bow of the previous key-shaped graphic. The alteration piqued my interest and prompted me to research other components of the Carolina Inn’s branding strategy.

 

LOGO

The Carolina Inn’s logo used to form the shape of a key, which I liked because of its emphasis on a personalized experience. It connected today’s world back to a time when inns welcomed guests with tangible keys rather than cold and removed key cards. You can still find the key graphic on merchandise like pillows, but online and on building signage, the simplified graphic prevails.

 

carolinainnkey

 

The stub of the key is all that’s left now. It still shows personality through its quatrefoil shape, which is in tune with the preppy style that engulfs UNC-Chapel Hill. Who else but Carolina would put argyle on sports uniforms? Incidentally, Alexander Julian, the designer of Carolina’s argyle, also custom made a Carolina Inn key necklace. In the logo’s center sits the letter C, a subtle but effective addition. I imagine its newly established symmetry and square shape likely make it easier to use in a variety of situations. Though the new logo still creates a strong image for the Carolina Inn, I can’t help but long for the old key-shaped graphic that held more meaning for me.

 

BUILDING SIGNAGE

Signs outside used to feature a black version of the Carolina Inn key.

 

 

It persisted even after the logo changed online, but now the signs have been updated to portray the Carolina blue quatrefoil. Perhaps its just reluctance to change, but I find the Carolina blue color of the logo to clash with the yellow/beige color of the sign.

 

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Aside from the out-of-place blue color, the remainder of the sign fits the inn’s ornate style. Its curvy shape and sophisticated all-caps serif font contribute to the inn’s elegance.

 

WEB DESIGN

The Carolina Inn’s website is packed with beautiful photography and useful content, its design is clean and professional, and it responds well to different browser widths. My favorite little detail is the glow that radiates from the inn’s logo.

 

Screen Shot 2016-02-12 at 2.54.44 AM

 

I thought it could be flawless until I continued scrolling down the homepage. Three multi-photo carousels (the animated sliders that flip through several photos or pages of information automatically) appear consecutively.

 

Each area highlighted in green is a carousel. Too much animation!
Each area highlighted in green is a carousel. Too much animation!

 

Animation after animation overwhelmed me and has potential to slow down the webpage’s loading time. Otherwise, though, the inn’s website looks great.

 

SOCIAL MEDIA

Facebook – 12,662 likes
Twitter – 3,431 followers
Instagram – 1,794 followers
Pinterest – 1,010 followers
YouTube – 45 subscribers
Google+ – 141 followers

When it comes to social media, the Carolina Inn really knows what it’s doing. Linked to its website include Facebook, Twitter, Instagram, Pinterest, YouTube and Google+. While the inn hasn’t uploaded a video to YouTube in over a year, and its Google+ mainly repurposes its Facebook posts, its other four networks are quite active. The Carolina Inn does an excellent job of posting frequently and with varying content, all of which is useful to its audience. Whether it be a photo of a wedding setup, food from its restaurant Crossroads, or a video featuring a bee farmer who helps the inn produce and sell fresh honey, the Carolina Inn has tapped into the needs of its audience on social media.

 

EVENTS

The Carolina Inn doesn’t just appeal to wealthy visitors coming into town. In the warmer months it hosts weekly Fridays on the Front Porch, offering live music, a picnic menu and drink specials. The best part? No cover charge. The Carolina Inn proves that a hotel can engage not just out-of-towners but also the local community.

 

Mick Mixon and The Franklin St Band playing now at #FOFP. #unc #outaboutnc #chapelhill #summerfun #durhamfoodie #eatwritego

A video posted by The Carolina Inn (@thecarolinainn) on

 

THE BOTTOM LINE

The new blue logo pasted onto the Carolina Inn’s signs outside turn me off and stand out in a bad way. But noticing this change prompted me to do more research on the hotel and discover the positive sides of its branding strategy. Its active social media, wealth of beautiful photos and events planning efforts stand out in a good way. What’s your take on the Carolina Inn’s branding?

How does a hole in the wall like Cosmic Cantina thrive?

Posted by beckyscheible

In high school I obsessed over finding hole-in-the-wall restaurants in Chapel Hill – Joe’s Joint, Caffe Driade, this one cupcake shop that used to sit behind the building Kipos now occupies. Thinking back on it, though, I never magically stumbled upon these places (as much as I’d like to say I did). Someone always referred me to them.

Fast forward to college, and my favorite hidden gem (if you can even call it that) is by far Cosmic Cantina. Whether it’s 2 p.m. or 2 a.m., I’ll be chomping down on a mini veggie deluxe. Considering I usually notice several other patrons when I’m there, I imagine Cosmic, which opened in 1999, does pretty well for itself. Yet it has no clear logo. Its website primarily serves the Durham store. It’s absent from social media. How does Cosmic survive without any obvious branding strategy?

 

LOGO

It wasn’t easy to find a logo for Chapel Hill’s Cosmic. Logos shouldn’t be hard to find. But behold Cosmic’s logo!

 

Cosmic's logo is located in the top right corner of this menu, which was posted to its Facebook page.
Cosmic’s logo is located in the top right corner of this menu, which was posted to its Facebook page.

 

I almost wonder if the logo was designed ironically. It evokes a style comparable to Space Jam. I could pick apart this logo and explain in technical detail where it went wrong (e.g. the text’s antiquated drop shadow/stroke/rainbow fill reminiscent of WordArt). But all that truly needs to be said is this logo is stuck in 1999 and should probably catch up, though I do appreciate the thought behind mimicking an atom structure.

What is most troubling to me is the only place I found this logo is within the menu posted to Cosmic’s Facebook page, which hasn’t been updated since mid-2014. Instead of picturing a logo when I think about Cosmic (and I think about it often), the only image I can conjure up is the neon sign hung above its door.

 

BUILDING SIGNAGE

Cosmic’s neon sign is quite appealing to me. It’s simple and well-placed, and it isn’t overwhelmed by a sea of other neon signs (though I wouldn’t mind a burrito-shaped one).

 

IMG_9776
My happy place.

 

Perhaps Cosmic was just lucky to settle into this location, but I’ve also always loved the wood paneling and windows. Turning the corner into what might otherwise be a poorly lit alley, I find relief in Cosmic’s neon sign.

 

WEB DESIGN / SOCIAL MEDIA

Cosmic Cantina in Chapel Hill seems to have struggled developing its own identity outside of the Durham store, which opened four years earlier. The Durham store dominates the current website, though it’s fairly outdated regardless.

The website links to the Durham Facebook and Twitter pages, stifling potential consumers who might click from the website through to social media in hopes of finding the social presence of Chapel Hill’s Cosmic. But there isn’t much of an online presence for it – just one lonely Facebook page with three total posts.

Facebook
• 256 likes
• 404 check-ins
• 30 reviews
• 4.8 of 5 stars

Despite the inactivity on Cosmic’s behalf, a surprising amount of people have liked, checked in with or reviewed the restaurant. Likewise, Instagram users regularly post photos and tag their location at Cosmic even though it doesn’t have an account.

 

WORD OF MOUTH

Lucky for Cosmic, the most credible form of advertising is a friend’s recommendation. According to a 2015 Nielsen study, 83 percent of people said they trust the recommendations of friends and family. I discovered some of my favorite places in Chapel Hill through friends and family, and I imagine Cosmic benefits from recommendations as well.

 

THE BOTTOM LINE

One might argue that Cosmic should continue its indifference to branding. After all, it’s rated the Best Burrito in Chapel Hill by Yelp, and Google searching for “best burrito in Chapel Hill” also brings up Cosmic as a first choice.

 

Screen Shot 2016-02-11 at 1.30.44 AM

 

Consumers seem to flock to the restaurant and even engage on social media to mention Cosmic. Clearly something is going right, and I don’t doubt that good prices, quality food and word-of-mouth spreading contribute to Cosmic’s success. But with such a strong base already active on social media, why not maximize potential reach and promote recognition through visual and online branding?

Comment below with your thoughts! Do you think it would be worth it for Cosmic to engage in a more active branding strategy?

Twinkling letters of Light Years

Posted by beckyscheible

Light Years began as a small shop in 1985 and is still locally owned and operated today. Its specialization has always been and is still jewelry, but the shop also offers gifts, crafts and home accessories. On its website, Light Years promises to provide a unique selection, friendly service and great prices.

 

LOGO

Roman capital letters that are horizontally stretched form the Light Years logo. The unique arrangement and variation in size of the letters add a quirky touch to what otherwise might be a very simple word mark. The serifs (feet at the ends of each letter) almost twinkle like stars, contributing to the shop’s celestial name. Overall, Light Years’ logo is recognizable and fits with the shop’s unique personality.

 

logo

 

BUILDING SIGNAGE

Outside the Light Years on Franklin Street hangs a black awning. Its triangular shape protrudes onto the sidewalk and puts the logo at an advantageous angle to attract pedestrians passing by.

 

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Photo courtesy of Light Years.

 

But the logo’s distinct arrangement also makes for a striking sign outside its shop in Southpoint, shown below.

 

Photo courtesy of Light Years.
Photo courtesy of Light Years.

 

WEB DESIGN

Light Years’ web design has come a long way, especially considering this is what it looked like in 2008.

 

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The current design primarily highlights Light Years’ latest jewelry collection through a wealth of professional photos.

 

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Another feature of Light Years’ website is its blog, which has publicized new collections, sales and special events. Posting more frequently and about a greater variety of topics related to jewelry and local artisans might boost engagement. Francesca’s, a national boutique that sells similar merchandise, keeps up with a Tumblr. The blog extends beyond promotional material and often posts educational articles. While Light Years may not have the same resources, it could feature local jewelry artists, discuss trends, offer gift advice, etc.

 

SOCIAL MEDIA

Facebook – 1,207 likes
Twitter – 184 followers
Instagram– 401 followers
Pinterest – 30 followers

Light Years has set up a good foundation on social media through strong visuals, but a few tweaks to its strategy could promote growth and more engagement. First, Light Years should alter the names of its accounts so that its handles are consistent across all platforms. Right now, Light Years’ Facebook and Instagram accounts have the highest following, and both are under the name of “lightyearsjewelry,” which is also the domain name for the shop’s website. By switching its Twitter and Pinterest names to conform, it will be easier for potential consumers to search and find any account owned by Light Years, and the consistency will avoid confusion and improve brand recognition.

Light Years posts sharp photos to its social media accounts that frame jewelry and other accessories in a warm and well-lit environment. But analysts have shown that top brands post more often than what Light Years averages, which is not quite once a day. Posting up to twice a day on Facebook, three times a day on Twitter and Instagram and five times a day on Pinterest is generally recommended, though it ultimately depends on the quality of the content.

Currently, Light Years posts the same content across platforms with the same descriptions, which can come across as lazy. While posting similar content can work if followers on every outlet will take interest, Light Years should consider providing a lengthier description of the same photo on Facebook while keeping things short and sweet on Twitter and Instagram.

 

THE BOTTOM LINE

Light Years has developed brand recognition with its simple but quirky word mark that can be adapted for the shop’s building signage and website. Its blogging and social media efforts have established a good foundation for building an online presence. Light Years has an opportunity to boost its following by posting more frequently and with a variety of educational and interactive materials that pertain to its audience. What would you like to see on Light Years’ blog?

The Root Cellar: A new brand rooted in an old mission

Posted by beckyscheible

For whatever reason, one of my strongest memories as a child is the interior of what used to be Foster’s Market. Its tall yellow walls are forever ingrained into my mind and along with them, the name Foster’s Market. Although the cafe rebranded in 2014 under the name The Root Cellar Cafe & Catering, I can’t seem to break the habit of calling it Foster’s.

Sara Foster originally opened the Chapel Hill store in 1998 as an expansion of the Foster’s Market of Durham, which is alive and well today. But Sera Cuni, who became a kitchen manager in 2006, purchased the market in January 2013 along with her partner, Susan White. With the help of local brand development firm The Splinter Group, the pair pulled off a brand overhaul. Have a look at the results below.

 

LOGO

Cuni and White explain that one of their goals in rebranding is to place greater emphasis on the cafe’s commitment to serving local and freshly made food. The new logo directly conceptualizes the trendy slogan “farm to fork” with an illustration of a fork stabbing into a fresh root (presumably a carrot). If that’s not an effective visual that captures the essence of Cuni and White’s mission, I don’t know what is.

 

fosters2rootcellar

 

Aside from the illustration itself, The Root Cellar’s logo conveys a commitment to scratch-made food through its vintage style and color scheme. The fine line sketch is reminiscent of an engraving or woodcut printing technique, which leaves an organic or natural impression. The main typeface, which appears to be a condensed version of Abraham Lincoln, also contributes to the vintage style. As for coloring, reddish brown colors are often associated with autumn, when farmers harvest their fresh produce.

The concept and execution of this logo fulfill how Cuni and White sought to portray their new brand – a cafe rooted in its commitment to serving local and organic food.

 

BUILDING SIGNAGE

The building signage bridges the gap between the old and the new. All exterior signs of course say “The Root Cellar,” but those familiar white letters are here to stay. Below is a photo of the old signage just before being taken down.

 

Changing the final sign! #rootcellarchapelhill #changeisgood

A photo posted by @rootcellarchapelhill on

 

While this lettering is inconsistent with typefaces used in the logo, online and on menus, I appreciate its nod to the former brand. I can also imagine that the choice was made to maintain consistency with the signs of other stores in the mini plaza. The old “Foster’s” letters are now displayed inside the cafe. Below is the new setup.

 

To new beginnings! #rootcellarchapelhill #chapelhill #newbeginings

A photo posted by @rootcellarchapelhill on

 

The new logo is printed in white on the entrance, a treatment that really lets the fine lines of the illustration shine.

 

A photo posted by @rootcellarchapelhill on

 

WEB DESIGN

The Root Cellar’s website is modern and easy to read, highlighting the logo and red-grey color scheme. Photos are of high quality and are well-framed.

 

websiteroot

 

The website is responsive to different browser widths and therefore looks great on a computer or a phone, though at certain browser sizes, the menu becomes awkward. Overall though, the website contributes to a uniform image.

 

If your browser width is smaller but not small enough to trigger a tablet or mobile layout, the organization of information at the top creates an awkward space between it and the navigation links.
If your browser width is smaller but not small enough to trigger a tablet or mobile layout, the information at the top creates an awkward space between it and the navigation links.

 

Aside from the clean and professional style, the site also makes clear the history of The Root Cellar. It includes “Formerly Foster’s Market” in its web title, which is useful for when someone searches for Foster’s Market on Google. At the bottom of every page, the website links to an explanation of the rebranding with the following verbiage: “The Root Cellar was formerly Foster’s Market Chapel Hill. Read more about our name change →.”

 

SOCIAL MEDIA

Facebook – 1,856 likes
Twitter – 207 followers
Instagram – 409 followers

The Root Cellar has significantly more likes on Facebook than it does followers on Twitter and Instagram because the Twitter and Instagram accounts needed to be created from scratch. The Root Cellar’s social media efforts consist largely of publicizing food specials and farm events, a monthly occasion in which the cafe partners with a farm to put on a meal made with tasty local ingredients. In other posts, The Root Cellar will highlight a specific fresh or local ingredient it uses or sells. Although the cafe is still working on gaining followers on Twitter and Instagram, its frequent and consistent messaging aligns with its mission of providing fresh and organic food.

 

COMMUNITY RELATIONS

Cuni and White aren’t just interested in selling fresh and local food. They also believe it’s important to give back to the community, and their interests lie specifically in ending child hunger and supporting LGBT rights. Some of the organizations The Root Cellar partners with include TABLE, the Arc of Orange County, Extraordinary Ventures and the LGBT Senior Group of Chapel Hill.

While Cuni and White’s involvement in nonprofits is true and relevant to their trade, there is little news coverage regarding The Root Cellar’s investment in the community. Publicity may not be the main priority or reason for giving back, but perhaps The Root Cellar would benefit from reaching out to its nonprofit partners and asking them to issue news releases on their behalf. For example, The Root Cellar hosted a dinner and silent auction to benefit TABLE, but TABLE did not issue a news release to publicize the event (though the nonprofit did mention it on social media).

 

THE BOTTOM LINE

The Root Cellar’s rebranding efforts refocused and emphasized its farm-to-fork mission through strong visual branding, social media and community relations. Yet I still refer to the cafe as “Foster’s.” Do you call this restaurant by its former name? Or has the rebranding imprinted “The Root Cellar” into your brain? Comment below with your thoughts!

A taste of Al’s Burger Shack’s branding

Posted by beckyscheible

Its burgers are so tasty they earned Yelp’s No. 1 rating in Chapel Hill. It’s committed to providing local and organic food. Its employees are charming and hospitable. It’s conveniently located at the crossroads of Chapel Hill and Carrboro. Al’s Burger Shack might claim any and all of these reasons to explain its wild success since opening in 2013. Does its branding contribute?

Al’s is my go-to restaurant when I’m craving a burger, and I’ll admit it has nothing to do with advertising. For me, the juicy burgers and unique flavors are what keeps me coming back. But I suspect that branding plays a part in getting people into the doors for the first time.

 

LOGO

A winged oval colored black with Carolina blue lettering comprises the logo for Al’s. It’s simple and easy to read, and its style seems to feel of a local burger joint. But there are a few minor details that irk me, like the logo’s use of what appears to be Myriad Pro (Adobe’s default typeface) and the overall treatment of the lettering. The curve of “Burger Shack” doesn’t seem to perfectly follow the curve of the oval. The upper wings aren’t vertically aligned, creating uneven spacing between the wings on either side.

 

alslogo

 

I’m unsure of the reasoning for the winged shape (and if you know, leave a comment with the explanation). Many carmakers use wings in their logos to express speed, so perhaps this logo alludes to Al’s quick-service restaurant model. Overall, the logo for Al’s is minimalist but a little rough around the edges. It isn’t particularly memorable for me, but it also doesn’t detract from the overall brand.

 

BUILDING SIGNAGE

Outside the shack hangs a sign that matches the logo but drops its wings and is squished vertically. The sign’s use of part of the logo ingrains that graphic into people’s minds as they walk by, though the different height-to-width ratio diminishes that consistent branding.

 

Photo courtesy of Al's Burger Shack
Photo courtesy of Al’s Burger Shack

 

Placing the sign perpendicular to the street puts it in plain sight, forcing passersby to sneak a peek. The sign’s Carolina blue lettering fits well into the sea of blue you’ll see walking down Franklin Street.

 

WEB DESIGN

Al’s Burger Shack’s website is simple and clean, placing all focus on crisp photos that capture the burgers and the culture.

 

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The web design is modern and responsive to different browser widths, allowing for easy viewing on mobile platforms.

 

Mobile version of Al's website
Mobile version of Al’s website

 

As for content, all the essentials are there: hours, contact information and the menu. But what gives the site more personality is its insight into “Shack Life,” describing Al’s commitment to sustainability and displaying videos like one created by a customer and one showing Al’s employees participating in the ALS Ice Bucket Challenge. What could be improved is the icon displayed on the browser tab, which when sized down becomes unreadable.

 

The lettering in the tab icon is unreadable when sized down.
The lettering in the tab icon is unreadable when sized down.

 

SOCIAL MEDIA

Facebook: 2,638 likes
Twitter: 1,023 followers
Instagram: 1,014 followers

Al’s posts to its social media accounts frequently and with consistent content and style. On Twitter, Al’s posts once a day and sometimes more, often with links to Facebook posts featuring the daily burger special. Al’s also retweets news coverage and updates its followers with special hours. On Facebook and Instagram, posts contain similar content but offer more visuals. Each daily special post is accompanied by a well-framed photo of the delectable burger.

Along with consistent branding via similar images and posts across platforms, Al’s social media handles are the same and match its website domain name. Consistency on different media improves brand recall and avoids confusion.

 

THE BOTTOM LINE

Al’s visual branding is clean and fits the style of the atmosphere. What particularly stood out to me is the pristine photography and consistent social media upkeep. With Al’s being the No. 1 hit on Google when searching “burger Chapel Hill,” the shack has clearly proved success that takes more than crafting the perfect burger (though Al’s is pretty damn good at that).

Do you pay attention to its branding efforts, or is it all about the food quality? Leave a comment with your thoughts.