Brand strategy for an energetic newcomer as the standard bearer for Cajun food in NYC.


Gumbo Bros.


Positioning and messaging 
Brand identity 
Signage and architectural graphics 
Print collateral


2016 - Present


The Challenge


We know Adam Lathan through the International Culinary Center. Adam had recently completed the Culinary Entrepreneurship program (where Douglas leads the branding and positioning segment) and had just opened the first Gumbo Bros. location in downtown Brooklyn. While completely happy at having realized the goal of opening in NYC, Adam and his partner Clay realized that the corners they cut along the way were getting in the way of telling their authentic story and garnering the loyal following they deserved.

The Work

Our work with Gumbo Bros. has required about a equal mix of advisory/strategic services and design development. It has also been completely focused on opportunities with the highest potential ROI. The first stage of work involved positioning and storytelling. A new brand narrative brought the owners’ southern roots to the forefront, embracing their irreverent “All Fun All the Time” New Orleans vibe and showcasing the provenance of their suppliers. We helped them elevate the ordering experience for guests  — favoring hand-held menus over hanging menu boards and heavily promoting specials at the counter. Catering is the latest focus for Gumbo Bros. as it provides a vast opportunity for growth. Our strategy: spread the word about the unique and delicious product offering, make ordering as simple as possible for customers, and provide consistent and engaging reminders across a variety of channels from digital, social, and face-to-face meetings.   

The Results

Through focused storytelling, coordinated design interventions, and a constant attention to long-term goals, Gumbo Bros. is now poised for growth. Sales (dine-in and catering) are steadily increasing, partnerships and special event opportunities are on the rise, and plans are being laid for additional locations, retail distribution, and brand partnerships.

113% growth

on catering orders since working with Memo to structure package

19% increase

for overall sales across in one year

72% increase

for delivery orders since rebrand

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