Cubbie's: Since '85

Cubbie’s has long been an ECU and Greenville staple for Southern comfort food, but a recent wave of modern burger joints threatened its hometown dominance. Falling behind the curve due to an outdated 1980s visual identity and a passive marketing strategy, the restaurant needed a modern intervention. I stepped in to spearhead the rebrand.

First, I overhauled their visual identity… cleaned up the typography and modernized their mascot into a timeless brand asset ready for merchandise, signage, and packaging. Next, I launched the “New Bear in Town” marketing campaign. By cleverly hijacking famous food catchphrases from pop culture’s most iconic bears, the campaign confidently reminds locals and students alike that when it comes to comfort food, Cubbie the Bear still owns the block.