Project — Create and launch a centerpiece of revitalization for Newark, New Jersey’s Military Park.

Strategy and Creative — The team behind Manhattan’s Bryant Park, Biederman Redevelopment Ventures, asked Chef Chris Siversen (Maritime Parc, Jersey City) to create the crown jewel of Military Park’s three-year, $3M facelift. In turn, Siversen tapped K+L to craft a brand that would serve as a community icon and gathering place.
We set to work developing a brand strategy that would set the table for everything they do, delivering the message in a workmanlike yet playful and saucy voice. We created a modern look and feel that pays homage to classic Americana and roadside burger joints, from the signage and menu boards to the packaging and delivery bags. We influenced every touchpoint.

Results — Prior to launch, our social marketing rallied a powerful community of followers. Thousands of brand advocates engaged and helped spread the word before a single burger was flipped. Once doors opened, we unleashed the awareness floodgates. The community instantly embraced the brand, and the line hasn’t let up.