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E
s
e
w
THEIR N AME IS E A R LS
The “Earls” in Earls Restaurant pays homage to the middle
names of its founder, Leroy Earl Fuller, and his son, President
Stanley Earl Fuller. The Fullers shared a love for food and
conversation, so entering the restaurant industry was a perfect
t. In 1982, the rst Earls opened in Edmonton, Alberta,
Canada. Over twenty years later, there are now fty Earls
throughout Western Canada, Arizona, and Colorado. At the
root of their success are the Fuller family’s genuine passion for
the business of hospitality and a knack for knowing what their
customers want.
THE B R A ND FA M I LY VALUES
Earls Restaurants helped de ne the casual dining industry
over twenty years ago by bridging the gap between fast food
and ne dining. Earls caters to a broad clientele, but over
the years they lost their leadership position as the onset of
trendy competitors began hooking a younger audience. By
revitalizing the existing identity and brand image, Earls hoped
to attract a hipper crowd. Earls needed to provide more than
just great food and great service. It also had to be seen as a
place where life was good and where customers could nourish
their souls and their bellies.
Karacters’ key insight was to create a modern, sophisticated,
experiential journey for customers, and one that would
connect with them on an emotional level.
A DEL I C IOUS PRO C E SS
Earls did not want to stray too far from their original Bembo
typeface wordmark. The “e” imprint on their existing atware
was valuable to the brand, plus they wanted to keep using it,
so Karacters explored typefaces that were similar to Bembo
and decided a visual mark would be used to add personality.
Karacters explored illustration styles and felt a logo drawn
in one continuous line would best tell the story. The nal
Earls Restaurant
DE SIG N
KARACT
E
CR EATI V
JAMES B
DE SIG N
E
NANCY W
CL IEN T
EARLS R
The inspiration for Earls logo redesign was to capture
the true spirit of a place to experience great food and
great company. A martini glass morphs into the shape
of a woman’s mouth, which is intertwined with a man’s
smiling face, representing Earls as not just a restaurant
but as a gathering place where people can have a drink
and socialize.
The large, playful images of people enjoying food and friends
communicate the social spirit of Earls Restaurants.
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Earls needed to provide more than just great food and great
service. It also had to be seen as a place where life was good and
where customers could nourish their souls and their bellies.
DE SIG N FIR M
KARAC TER S DES IGN G ROU P
CR EATI VE DI R EC TOR
JAMES BATEM AN
DE SIG NE RS
NANCY WU , MAR SHA L ARK IN, K ARA BOHL
CL IEN T
EARLS RE STA URANT
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Karacters’ designers decided a visual mark would be used to add
personality to the brand. Karacters explored illustration styles and
felt a logo drawn in one continuous line would best tell the story.
illustra
weight
perfect
martin
Karact
on a co
to give
device
brand,
comin
g
epitom
social a
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