Diner's Card | Adweek
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Diner's Card

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Phil Stefani owns restaurants all over Chicago and its suburbs, a chain that began with a single Italian eatery.

Having won the restaurant group's advertising account earlier this year, DiMeo & Co.'s task was to mount a marketing program that offered a unified look for all of the restaurants, while allowing each to retain its individual character.

The result, appearing in local June magazines, features sepia-toned photographs that attempt to capture the salient features of each restaurant.

Sailboats against the skyline, for example, are used for Riva at Navy Pier, which, as copy etched against a black background points out, is "right on the lake."

Tuscany North Shore's photo features business people conversing, while the ad for Tavern on Rush features a busy street scene to convey the bustle of the city's famed Rush Street entertainment district.

"We wanted to create a Phil Stefani banner style, but maintain Phil as an old-fashioned restaurateur," said Bret Thomas, creative director at the Chicago shop. "These places have some drama to them, a dash of cool."