It was clear early on that the brand’s personality would reflect its Houstonian roots. It had to be all about Southern hospitality. But it was critical this be done not in a nostalgic way, but with a contemporary twist.
The name we developed, Common Bond, is a direct nod to the shared vision of the partners that the finest food should be available to all, as expressed by our tag line, “Only for all.” We decided upon a circular lock-up to reference a round table; the most egalitarian way of seating.
The identity and packaging design amplified the simplicity, modernity and quality that lay at the heart of the brand.
It’s pretty incredible. In less than six months, Common Bond has become one of the top restaurants in Houston. Zagat’s named it one of the hottest restaurants in America. The Houstonian gave it four stars. In less than six months!
For the packaging, to reiterate that Common Bond was accessible to all, we referenced flags of the world. And as there are many countries, we decided to individualize each of the 63-SKU packaging system!