As a restaurant that will serve authentic Jamaica food, the Jamaican Reggae Grill, has expansion plans to open franchises throughout the midwest. There had to be balance of authentic and home made but with the trustworthiness of a bigger company/restaurant chain.
A series of consumer test groups were used to determine which brand mark performed better. The chosen approach capitalized on the history and character behind Regge music in oder to sell authentic, soulful food. The graphics mimic elements of Reggae albums and are executed in a way that portrays safe and delicious food.