The challenge.
Launch and scale a modern American grill that honors Franklin's mining history while standing out in a crowded burger category. The brand had to work across a brick and mortar, two food trucks and a trailer. Same voice, same signatures, no dilution. Smash burgers, Taylor Ham Jam, Rock Sauce, Fluff Fries. The content and the menus had to drive covers, not just look good.
What we did.
Built the full identity around the mining theme and "Life is better smashed." Designed the menu system and the packaging so the signatures travel cleanly from the restaurant to the trucks and the trailer. Shot on-site food and process photography that matches how the food actually tastes. Run ongoing social and community content that keeps the brand consistent across all four revenue streams.
The result.
Voted Sussex County's Best Burger in the 2026 Community's Choice Awards, run by the New Jersey Herald, which is a vote by the people who eat here rather than a panel. Five years in, the same brand system runs the restaurant, the two trucks and the trailer. When you own the place, the work has to pull its weight in covers and payroll. This one does.