Dee Lincoln is known as the queen of steak, founding Del Frisco’s, a multi million-dollar restaurant concept. Since its success, she’s desired to create her own steak and burger bar with a Texas attitude. Our goal was to convey the simplicity of her name and the message that “Dee Lincoln is back” at the top of the casual steak experience.

 

From conceptualization to execution, we created the holistic brand feel needed to establish a clear identity. We targeted this experience towards the successful businessman who enjoys steak in a casual, but upscale environment.

 

This played itself out aesthetically in logo design, menu design, coaster design and a wood grain menu template.

 

We also provided custom photography, a fresh social media voice and an attractive website that told their unique story- a casual steak environment in DFW that features unique, chef-driven food with the classic touch of Dee Lincoln.