01 — Background
Copeland’s of New Orleans is a longstanding regional restaurant brand with a loyal customer base and decades of history. During the 20th anniversary renovation of its Covington, LA flagship location, leadership saw an opportunity to reevaluate the brand in response to evolving dining behaviors post-COVID.
The challenge was to modernize the identity while preserving the familiarity and trust that long-time guests valued.
02 — The Project
We led a strategic brand refresh rooted in audience clarity and scalability. We evolved the well-known Copeland's logo to a warmer handwritten script that nods to the original mark while introducing a more contemporary, refined tone.
The updated system includes an elevated color palette, polished typography, and defined photography direction focused on warmth and connection. Comprehensive brand guidelines were developed to support a phased rollout, and we collaborated with signage partners to ensure the refreshed identity aligned with the renovated architecture.
03 — Approach & Outcome
The core tension was preservation versus progress. With strong brand recognition, even small changes required careful consideration. The strategy focused on thoughtful evolution, protecting brand equity while elevating perception.
The refreshed identity has been well received and is now rolling out to additional locations, positioning Copeland’s for continued growth across generations.