Almost to the week 5 years ago, the first South St. Burger Co. opened its doors. Since that day at Dufferin & Steeles in the north part of Toronto, the South St. Burger Co. brand has continued to evolve. With 12 corporate stores and one franchised location, it has been the mandate of the New York Fries and South St. Burger Co. team to continue a path of evolution. From product and operations to lessening their footprint through sustainable and greening initiatives through to the store design, Jump Branding & Design Inc. has proudly been a part of every store location and the brands’ consumer touchpoints.

The newest location at The Shops at Don Mills opened this Labour Day weekend. The team at Jump are very excited about this latest location as it has incorporated some new design elements to strengthen the visual brand and create a uniqueness that is often lost in multi-store brand roll-outs. Our mandate was to find ways to make the store appear different but still maintain the core equities of the brand developed over 5 years ago. These initiatives included a new brand graphic package, new material choices that included a reclaimed wood, yellow glass and some new details as well, a continued effort to look for ways to create impact on the consumer and not on the environment.

Check out this latest location and enjoy a burger and fries while you are at it!

For more information on store and restaurant designs by Jump Branding & Design Inc., please visit our website www.howhigh.ca

Canada Guaranty is a new Canadian-owned private mortgage insurance company that was formed by a private investor group, comprised of the Ontario Teachers’ Pension Plan and National Mortgage Guaranty Holdings Inc., that acquired AIG United Guaranty Mortgage Insurance Company Canada. Their business model is designed to target lenders and brokers, offering them competitive insurance products with a commitment to superior customer service.

Canada Guaranty came to Jump with the vision to be the leading private mortgage insurer. They were looking for an identity that reflected the company’s pillars of financial strength and service excellence. To distance themselves from the unstable U.S. mortgage industry, the mandate also included conveying that the ownership of Canada Guaranty is 100% Canadian. The final logo features an expression of the Canadian flag with a subtle maple leaf spanning two vertical red columns. These columns are a representation of the two founding pillars and the glow within gives the identity a warmth and approachability. The upper case serif font brings an sense of stability to the logo, a quality that is so important for success in this industry.

After establishing the new moniker for Canada Guaranty, Jump deepened the brand identity through the development of clean and professional website complete with a mobile component that allows users to navigate their products from their handheld device. The site features a wealth of information broken into channels for the lenders, brokers and homebuyers. In preparation of the public announcement of Canada Guaranty on Apr.16th, Jump also developed the corporate stationery, marketing material, digital templates, news templates as well as the signage for the office reception area.

“Full marks to the Jump team as they delivered throughout the process and kept their word on deliverables and budget. They were a great team to work with throughout the process” said Brian Bell, VP of Marketing at Canada Guaranty.

Feeling Corporate? If so, check out the Canada Guaranty, Centre for Ethics at the University of Toronto, Maple Lake, Wayne Swadron or Tara Good Gifts.

At South St. Burger Co. every item on the menu is designed to be “Best in Category” – offering not only top quality ingredients, but the best taste as well. Our latest refresh of the South St. website helps the customer clearly understand this point of difference.

From naturally raised, 100% pure beef to fresh cut onion rings, serving real food with outstanding flavour is what sets South St. Burger Co. apart. To date, we have helped South St. launch 12 locations, and South St. Burger Co. is more focused than ever on ingredient quality, simple cooking methods, the customer experience and their obligation to operate responsibly and conscientiously. South St. Burger Co. is involved in each step of the process, from “farm to fork” to ensure that their mandate is fulfilled.

South St. Burger Co. believes that better beef really does make better burgers; that’s why they buy their beef from small co-op farms that practice conscientious and natural farming. The beef has no hormones, antibiotics, preservatives or filler. And, like the fries, these patties are fresh, not frozen. They are flame grilled and made to order giving them a juicy, home-made taste, and served on your choice of regular or whole wheat bun, which are baked locally and delivered daily. But it’s the company’s vast selection of toppings that truly makes it stand out. With a variety of real cheeses and over 25 free condiments, including unusual items like guacamole, wasabi mayo and mango chutney – your burger will be unique and outstanding.

For the complete South St. experience, add an order of New York Fries, signature poutine, or onion rings. All are hand made in-store from fresh ingredients and cooked in trans fat free sunflower oil. Hand-scooped milkshakes are made with premium ice cream from a local dairy. Side orders are treated with the same respect as the burger. Because of this, South St. Burger Co. believes it is unmatched in the Canadian burger business.

Telling customers about the food is only half the story.
When you eat at South St. Burger Co., you’ll get more than just good food — you’ll get a good feeling, too. Here’s a sample of the areas they impact:

• They use 100% clean, renewable electricity for five of their stores from Bullfrog PowerTM, reducing their stores’ environmental impact.
• Purchase local ingredients. Their beef, buns, potatoes, chicken, cheeses and ice cream, are all purchased locally; reducing their carbon footprint and supporting local farms and businesses.
• Employ grill hoods with high technology heat exchange ventilation systems so their heating requirements are reduced by more than 300 cubic meters of gas per month, with a carbon savings of 6.84 tonnes per year, per store.
• Use LED bulbs as 50% of their store lighting requirements, saving 4,400 KwH annually and reduces carbon emissions by 1 tonne, per store, per year.
• Use environmentally friendly, non toxic cleaning products and post-consumer recycled paper products wherever possible and practical.
• Changed to air-cooled ice makers from water-cooled ice makers eliminating 2,600 litres of water per day or 950,000 litres (950 m3) in a year, per unit.
• Installed a solar-powered water heater and solar electric panels in 2 restaurants so far, with plans to add more.
• South St. Burger Co. is committed to its support of both local and international charities and to continuing their efforts to reduce their footprint on the environment.

So while we have been busy designing their restaurants and shaping the customer experience, the folks at South St. have been working hard to deliver best in category food and limit their impact on the environment. Check it out at http://southstburger.com/.

Jump Branding & Design Inc. is happy to announce the opening of the first Yogen Früz location in Bulgaria. Initial reaction has been overwhelming as the brand takes hold in this new market.

As the originators of the new brand identity and retail store design for Yogen Früz, we (Jump) are most impressed with how our design has been understood and adapted for this regional market. The success of this adaptation is a combination of the set of critical elements and design tenets that have been defined in an online guide developed by Jump Branding & Design Inc., initial design intent from Jump and the architectural group (Bulgaria’s) ability to realize and understand the brand from a visual and consumer experience. We tip our hats to the group from Bulgaria, you have made the brand proud!

BrandStandards.ca is an online tool developed for Franchise-based organizations through Jump’s knowledge of roll-out store design and brand development. Our objective is to assist in the development of consistency and clarity of execution and adaptation of your brand, while providing the tools and resources necessary during the planning and design phases of a roll-out store design program. Brand equity is critical to your success and maintaining consistency across all consumer touch-points will ensure clarity of your brand message. Please visit www.brandstandards.ca for more information and how this online tool will provide your team with the right tools to manage your brand.

Jump is a true creative solutions agency that combines strategy, creativity and technology to provide branding, marketing and design solutions for our clients. To find out more about our work on the Yogen Früz program, visit the brand identity development and environmental design case studies on our website.

Not only are the burritos at Z-Teca big but so are their ambitious plans to expand, with two restaurants opening within a month of each other in North Toronto. The first to open was at York Lanes at York University  and has only seen “big lines”, it seems that the students at York U are craving the Mexican-inspired gourmet burritos of Z-Teca. Parents can now relax knowing that their offspring are being well-fed. The second location opened this week at Fairview Mall in Toronto just west of Hwy 404 and north of the Hwy 401. This location has gone big with a dominant exterior design program that is sure to catch the attention of traffic that is hungry for the rolled up goodness of a Z-Teca Gourmet Burrito. There are reports of traffic back ups everyday on the DVP, speculation is that people are heading to Z-Teca’s newest location.

Jump is excited to be a part of the development of these two latest restaurants and want to wish the team at Z-Teca continued success.

The York U. and Fairview locations are the latest additions to the restaurant chain including; 327 King Street West in Toronto, the Commerce Court and Gerrard St. E. locations and the Burrito kiosk at BMO Field during the Toronto FC season.

Click the link to see more of the restaurant design work we’ve done for Z-Teca.

We are proud to announce the web’s newest site dedicated to the salad. SaladCreations.ca launched yesterday, bringing their healthy and delicious fare online to delight of salad-lovers everywhere (well, at least in Toronto for now). With more selection than certainly I know what to do with, Salad Creations allows you to create your own leafy goodness, or simply order one of their delicious salad recipes. Either way, you’ll get it exactly the way you like it, and you’ll feel good about your meal choice. We hope you feel as good about the website. Check it out!

www.saladcreations.ca

www.extremepita.com

This morning we launched our newest online brand experience, the Mucho Burrito website. Join Johnny Mucho on a mouth-watering romp through the Mucho Burrito offering. Check out the menu, find a location, join the Johnny Mucho fan club, get nutritional info and much more. Or, if you’re like us, just click on everything that looks like an animation and have a chuckle at what you discover (hint…refresh your home page a few times and pay attention to the low-rider in the bottom corner). See what great inside info you get for subscribing to our blog? I can’t believe we give this stuff away.

www.muchoburrito.com

In keeping with the South St. mandate to serve food that is “best in class”, their 1/3 lb burgers are cooked from fresh patties made from 100 per cent pure, hormone and antibiotic-free, naturally raised beef from Calgary’s own Spring Creek Ranch.

The newest member of the South St. family makes its home at the CrossIron Mills Shopping Centre, beside the Bass Pro Shops Outdoor World store. Come on Calgary…get out and Rethink Your Burger!

View the full press release about the South St. CrossIron Mills opening on the South St. Burger Co. website.

Summer’s back and so is our annual edition of beer wars. Reminiscent of the hip hop wars between Tupac and Biggie, this year’s matchup has the East Coast throwin’ down against the West Coast. It’s Keith’s versus Kokanee and here to break down this battle of the nationally-available brews is Justin Kingsley, VP special operations at Montreal-based Bleublancrouge and Sharon MacLeod, brand building director, Dove and skin care at Toronto-based Unilever Canada.

From the Westside: Kokanee

Ding dong, the Ranger’s dead. That’s the reality Kokanee had to face when it was developing a response to last year’s “Ranger Live or Die” effort. How fitting that the new positioning focuses on living in the moment and enjoying life to the fullest – an attitude that consumer insight told the brand was a key component to the active western Canadian lifestyle.

“We developed it absolutely with our target consumer in mind,” explains Richard Fortin, national marketing manager for Kokanee. “Kokanee’s a brand that’s adventurous, lively, youthful, exciting, from B.C.’s mountains, and ‘It’s all About Now,’ brings that to life.”

The new push is delivered with a 30-second TV spot (airing only in Western Canada) also appearing in cinemas, online ads including 15-second video pre-roll and a redesigned website, Kokaneebeer.ca. The creative by Toronto-based Grip is an idealized, visceral depiction of the western Canadian lifestyle, shot from the viewer’s POV.

Kokanee also updated its packaging with help from Kokanee drinkers and beer enthusiasts who had their say via Facebook. Three shortlisted options were put up on the brand’s fan page and elements from the resulting fan feedback were incorporated into the final design.

From the Eastside: Alexander Keith’s

Keith’s newest campaign has the brand doing something different, leaving behind the Maritime Man and the talking bust, to get back to consumer insight basics. Determining that authenticity is what’s relevant to consumers these days, and borrowing from the idea that Alexander Keith held true to his beliefs when it came to brewing beer, Keith’s came up with its new “Hold True” positioning.

“We’re not so focused on getting the laughs as we are with generating the emotional bond with the consumer,” explains Jamie Humphries, marketing director for Alexander Keith’s. “And I think on that level this campaign is working the hardest.”

The creative, which was developed by Toronto-based Publicis, is centred on two 15-second TV spots that focus on gents who’d rather stay true to themselves through simple choices like refusing to pop their collar in an attempt to look cool or acting like “Mr. Popular” by talking on their cell phones at the pub.

On top of online video, static ads and cinema spots, this new Keith’s effort includes a refreshed, more contemporary look to its packaging that still holds true to the brand’s heritage. Keiths.ca was also redesigned to reflect the new packaging and positioning while focusing more on the story of Alexander Keith and the variety of Keith’s beers.

OVERALL STRATEGY – Keith’s vs. Kokanee

Kingsley: The problem is that these campaigns are less Biggie Smalls against Tupac and rather MC Hammer going up against Young MC. Kokanee, for example, doesn’t give the West Coast feel it promises. It delivers party, bikini and extreme sports for a very, very, very cooooold beer, which makes it very Coors Light. Keith’s on the other hand, while not introducing anything earth shattering with its work, stays true to, well, staying true.

MacLeod: There is nothing more authentic than the Maritimes – the Keith’s strategy fits for this down home beer. And if the target gets even an inauthentic whiff from a friend, he calls BS on him. Kokanee’s gets to the core of what is the “desired state” for this guy: adventure, living in extremes and doing it now. A very motivating strategy.

KOKANEE’S NEW PACKAGING

Kingsley: The packaging looks refreshing and coooold, but the ad has bedrooms, bike trails and hot tubs. Where is “glacier fresh” in the ad? It does make me thirsty; they get a thumbs up for trying to get the people involved using social media, but again, where’s the glacier?

MacLeod: The packaging definitely owns its space of “extreme mountain adventure.” The case design looks like a cold beer in the mountains. How much more perfect could it be?

KOKANEE’S ADVERTISING

Kingsley: They missed the bus. They missed the bus. Get it? Okay then… The fast-paced Kokanee lifestyle doesn’t come across legitimately. It feels like it’s trying too hard. Watching the spot made us feel like Tupac is kicking eight balls instead of taking hits from the bong. Very Vanilla Ice.

MacLeod: Any guy who has been as far west as Blue Mountain will love the ad. He experiences his ideal weekend boiled down. It’s incredibly exciting to watch.

KOKANEE’S WEBSITE

Kingsley: It’s the best part of the campaign. It’s packaged rather slickly, definitely reflects the ad, there’s lots happening and it allows the surfer to witness the brand promise. A nice job. And aside: lots of girls in bikinis, which both Tupac and Biggie liked, but [didn't] respect. So maybe one day, beer brands will showcase some Missy and Mary J. kind of women instead of big booty hoes.

MacLeod: You feel like you are there, literally waking up for a wild adventure. The Mountain Bashes featured on the site tell it all.

KEITH’S NEW PACKAGING

Kingsley: They did a nice job differentiating between the three brands. In addition, the old-school look is consistent with the rest of the campaign; the blanche looks very drinkable and, as DJ Nico here said, “looks like it tastes good, which is good.”

MacLeod: The packaging has a retro feel. It is a great accessory in the hand of a guy who values authenticity, and most do.

KEITH’S ADVERTISING

Kingsley: The spots trigger a reaction from the consumer right off the bat. The characters are clear, the spots are well written and curiosity gets the better of you. In addition, there is a consistent beat from spot to spot. Definitely East Coast.

MacLeod: The advertising isn’t particularly funny and is very passive, particularly for the target. Says more about what Keith’s isn’t than what it is.

KEITH’S WEBSITE

Kingsley: There’s lots of info, as promised, on Keith’s website. There’s background, a brewmaster and a connection to the core Keith’s drinker. What’s missing is a connection to the TV spots. No bridge, which is unfortunate. Makes the strategy kinda Swayze.

MacLeod: The website screams authenticity and heritage, giving the brand real credibility. The only trouble is, not many people are likely to see it based on the other elements.

GLOSSARY

They missed the bus = A reference to the track “I Missed the Bus” (1992), performed by the rap group Kris Kross.

Swayze = A reference to actor Patrick Swayze in Ghost, a metaphor for invisible, or, to leave or disappear.

Big booty hoes = The scantily-clad women typically seen gyrating in rap videos, that also happen to have large derrières.