The Brand Identity

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Earls 67 by Glasfurd & Walker

Earls is a well-established, family-owned, premium casual restaurant chain with 66 locations around Canada and the US. They’ve been at the leading edge of customer care and dining culture for the past thirty years. To stay relevant in the intensely competitive hospitality industry, it’s necessary to keep innovating, and President Mo Jessa recognised that this involves being bold and trying out new things. Earls commissioned Glasfurd & Walker and interior design studio, Ste Marie to reimagine the brand in a one off prototype restaurant called Earls 67.

Earls 67 became a place where new ideas in food, service, and décor could be developed and tested by the company then roll successes into the other 66 restaurants and essentially revitalise their thirty year old brand.  The overall concept is inspired by everything that’s made Earls what it is today: burgers to bustling bars, food with an international twist, experimentation, energy and the constant effort to make things as good as possible for guests and employees. In order to articulate a new identity, we chose to go back to the basics, we took inspiration from the company’s history, and refocused it through a contemporary lens, creating a brand that represents the next iteration of the existing Earls narrative.

Text: Glasfurd & Walker

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