The Bread Garden, a chain of restaurants in the Vancouver area, has rebranded as the BG Urban Café.
The $750,000 makeover includes a new interior design, logo and identity by Vancouver-based Thinking Box Media and Design.
“The Bread Garden has been around for a long time, but it was getting to be a tired old brand so we needed to pump some energy into it,” said Aamir Bharmal, senior director of marketing.
Compounding the problem was that when the Spectra Group of Great Restaurants sold off the Boathouse and Bread Garden brands in 2006 it sold the Bread Garden catering division and Bread Garden Express in 70 Chevron Stations to different buyers.
A rebranding was necessary to avoid brand confusion, said Bharmal.
BG Urban Café has overhauled the menu and now targets a 25-45 demographic seeking healthier, premium food in the fast casual restaurant segment, he said.
Advertising for the launch includes print and outdoor. MPP Marketing Group of Toronto is the AOR for direct mail.
