“Home away from home”


Our mission was to change the image of a brand that a lot of people see as a “steakhouse for dudes”, to rather be associated with something that a lot of people can feel attracted and welcome to.


Texas Longhorn was founded on a genuine story about a chef’s longing for home, in Texas. A longing for the warm, welcoming and relaxed southern hospitality. This is a story has not been told yet.


We wanted to reposition the brand towards warmer and more welcoming values, by using the fundamental idea the founder wanted to incorporate when he first opened Texas Longhorn. With the concept “Home away from home” we created everything from new menus, to a new site, retail communication and recruitment ads.