a guide to distill, purify, and distribute what it means to be Maple & Ash.

Overview
While meeting with client stakeholders, we learned of a number of pain points the team was having with the lack of cohesiveness in their marketing materials. This book is the result of hearing those pain points, deciding what was going to be most impactful and provide the most value for our time together. Putting onto paper who their customers are, what they want and the experience they desire will give the greatest opportunity to optimize and maximize growth.

The Problem
Lack of consistency and cohesiveness with business strategy and brand position.

The Solution
An internal guide for partners and employees to understand what it means to be Maple & Ash. Partners now clearly know the subtle nuances and demands of each audience they are talking to. As well as leverage the brand design aesthetic and storytelling. Last but not least stakeholders are now able to spend time on more important items with day to day operations.

The Impact
Increasing sales that year to roughly $20.3 million ranking them 24th on the “Top 100 Independents” by Restaurant Business Magazine.

Defining The Maple & Ash Posh Dining Experience

The Maple & Ash Brand Book goes beyond standard brand guidelines; it refines the restaurant's operations by understanding the business and customer experience from end to end. By addressing key stakeholder needs, it establishes clear, unified guidelines that elevate the posh dining experience across all touchpoints. This essential resource drives consistency, enhances the guest journey, and supports Maple & Ash's growth in the upscale dining scene.

A strategic guide

An introduction to Maple & Ash, it was created as an internal guide to influence every marketing campaign, communication and product/service.

Distinguishing a strong brand that resonates with your audience

The voice and style of all content should be written in the same way.

The "Soul" of our Brand

The single intangible attribute that differentiates how we think, feel and experience Maple & Ash.

Customer-Centric Strategy

Behavioral archetypes are a useful tool in identifying customer patterns. Throughout the customer journey, you can get a sense at what customers feel, expect and how they are likely to respond.

Stakeholders can then tailor their business goals towards serving them better.

Who does what, how they do it and why

Each archetype encompasses how a customer perceives the brand, what motivates them to engage with it, what they expect and how they reflect on their experience.

The ultimate goal of branding is loyalty

A loyal audience seeks repeat brand experiences.

And recommends the brand to others.

How you think + feel about a brand

Is the brand.

A single source of truth

A brand book ensures everyone has the same understanding of what the brand is. Helping Maple & Ash communicate consistently across all teams and channels.

Maple & Ash Brand Book