California Grill

Breathing New Life Into a Restaurant Brand When It Mattered Most

Quick Snapshot

Client: California Grill is a fast casual dining restaurant located in Irvine, California.

The Problem

The brand identity was outdated and never built with a clear strategy or professional direction.

What Brand To Table Did

We guided the owner through a full rebrand process rooted in strategy, clarity, and long term consistency.

What Changed

The restaurant went from a patched together identity to a polished brand the owner was proud to stand behind.

The Impact

Confidence, clarity, and a brand ready to welcome guests back when doors reopened.

The Challenge

California Grill had a loyal following, but the brand no longer matched the quality or care behind the food. The original identity had been created quickly and without a real plan. Over time, it became clear that the brand felt dated and inconsistent.

Then the pandemic hit.

Many restaurant owners paused and waited. Niko Kouftis chose a different path. Instead of standing still, he decided to reinvest in his business during downtime. The challenge was not just updating a logo. He had no clear roadmap for rebranding, did not know who to trust, and had never gone through a professional brand process before.

He needed guidance, structure, and a partner who could make a complex process feel manageable.

The Strategy

Rebranding during a pandemic requires confidence and restraint. The goal was not to start over from scratch, but to modernize the brand while honoring what guests already recognized.

Our strategy focused on three core principles.

First, we grounded everything in discovery. We needed to understand the history of the business, the guest base, and what made California Grill different in a crowded fast casual market.

Second, we modernized without losing familiarity. Many restaurants make the mistake of changing too much, too fast. We intentionally kept recognizable elements while refining the look and feel.

Third, we built consistency for the future. The brand needed a clear system so every menu, sign, and touchpoint felt connected and intentional.

This approach allowed the brand to evolve without confusing guests.

The Execution

Once the strategy was clear, we brought the rebrand to life in a structured and supportive way.

Brand and Business Discovery

We conducted a deep discovery process to understand guest personas, competitive positioning, and the owner’s long term vision.

Visual Identity Refresh

We redesigned the logo to feel cleaner and more modern while maintaining continuity with the existing brand. We then developed a cohesive color palette, typography system, and textures.

Menu and Signage Updates

Menus were redesigned to align with the new brand direction. Outdoor signage and vehicle wraps were updated to ensure strong visual recognition.

Brand Guidelines

We created clear brand guidelines so the identity could be applied consistently moving forward, even as the business grows.

Throughout the process, the owner was guided step by step so nothing felt overwhelming or unclear.

The Results

California Grill emerged from the process with a brand identity that felt intentional, professional, and aligned with the quality of the food.

The owner felt proud of how the restaurant looked and confident about reopening with a refreshed presence. What once felt complicated became clear and manageable.

Most importantly, Niko felt supported. He was walked through a challenging process with clarity and care, which gave him peace of mind during an uncertain time.

As he shared, he did not believe a company would be able to execute his vision as precisely as Brand To Table did. Seeing it come to life changed that belief.

Why This Worked

This worked because the rebrand was rooted in understanding, not assumptions. We respected the history of the business while guiding it forward.

By focusing on guest perception, brand consistency, and long term usability, every decision had purpose. The result was not just a better looking brand, but a stronger foundation for the future.