Square One to Brand P.F. Chang's China Bistro

Square One has been tapped to handle an initial branding project for restaurant chainP.F. Chang’s China Bistro. The assignment is estimated in the mid-seven figures.

The project will initially consist of research and in-ternal identity work rather than consumer advertising, agency and company officials said.

“It’s really doing a gut check,” said Shelley Straub, P.F. Chang’s marketing director. “We have been handling everything in-house for the last eight years and realized that as we’re growing we want to make sure our brand is solid and the way it is conveyed outward is truly what the brand is.”

The selection of Dallas-based Square One followed an informal review process led internally by Straub.