YA: Engage, formally Young America, offers digital products that are based around the attract, engage and retain model of business. YA's offerings not only help a brand stay relevant, they also collect vital customer information for future ad campaigns and promotions.

The Problem

Keith needed a brand that both spoke to foodies and your typical suburban restaurant diner. Most suburbs of the Twin Cities in Minnesota are full of what you’d expect, chains and franchise restaurants. We needed an effective way to stand out from the formulaic suburban fare.

My Solution

Instead of branding just Keith’s restaurant, I proposed a different solution after watching Keith work. I had seen the care and devotion he put into every detail. Applebee’s can be Applebee’s as long as the logo is on the building. Rebel Chef can only be Rebel Chef with Keith in the kitchen. He defies convention (the rebel) of any kitchen where he takes the lead in (the chef). Instead of branding the food, I suggested branding the chef. Let the revolution begin!

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