dixie
dixie
It’s not every day that you get the opportunity to rebrand a place you grew up with. DIXIE was established back in 1993 as a classic steakhouse, serving premium dry-aged cuts imported from the United States. Over the years, the menu expanded, introducing new offerings that would become flagship dishes. Dixie’s wings and home fries became a massive hit, with people queuing up in the middle of the night to enjoy them. Back then, the place was open 24/7—serving breakfast to brunch, lunch to bar menu, dinner, and all through the night, 364 days a year (closed only on Yom Kippur).
Today, 30 years after its opening, this fine establishment remains steadfast, maintaining the same decor and ambiance. There are still no windows, no clocks, and the lighting never changes. It’s a time capsule, disconnected from the outside world.
It’s not every day that you get the opportunity to rebrand a place you grew up with. DIXIE was established back in 1993 as a classic steakhouse, serving premium dry-aged cuts imported from the United States. Over the years, the menu expanded, introducing new offerings that would become flagship dishes. Dixie’s wings and home fries became a massive hit, with people queuing up in the middle of the night to enjoy them. Back then, the place was open 24/7—serving breakfast to brunch, lunch to bar menu, dinner, and all through the night, 364 days a year (closed only on Yom Kippur).
Today, 30 years after its opening, this fine establishment remains steadfast, maintaining the same decor and ambiance. There are still no windows, no clocks, and the lighting never changes. It’s a time capsule, disconnected from the outside world.
Our rebranding journey started with designing a new logotype. This features nostalgic Americana lettering and the tagline “Home since 1993.” The original logo was redesigned as a secondary logo stamp. We preserved the original black and red colors but added a touch of gold and light cream. From there, we created new signage, packaging, and merchandise.
With the 30th anniversary approaching, we recently designed a brand extension to mark this special occasion, which is being celebrated throughout the year.
Our rebranding journey started with designing a new logotype. This features nostalgic Americana lettering and the tagline “Home since 1993.” The original logo was redesigned as a secondary logo stamp. We preserved the original black and red colors but added a touch of gold and light cream. From there, we created new signage, packaging, and merchandise.
With the 30th anniversary approaching, we recently designed a brand extension to mark this special occasion, which is being celebrated throughout the year.
