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/u00a0is a well-established, family-owned, premium casual restaurant chain with 66 locations around Canada and the US. They/u2019ve been at the leading edge of customer care and dining culture for the past thirty years./u00a0

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commissioned Glasfurd + Walker and interior design studio, Ste Marie /u2014to reimagine the brand in a one off prototype restaurant /u2013 called/u00a0

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.67./u00a0

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/u00a067 became a place where new ideas in food, service, and d/u00e9cor could be developed and tested by the company then roll successes into the other 66 restaurants and essentially reinvigorate their thirty year old brand. The overall concept is inspired by everything that/u2019s made/u00a0

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/u00a0what 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, Glasfurd & Walker chose to go back to the basics, we took inspiration from the company/u2019s history, and refocused it through a contemporary lens, creating a brand that represents the next iteration of the existing/u00a0

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/u00a0narrative./u00a0

Glasfurd + Walker

developed a heraldic crest as the core brand mark. At first glance it/u2019s sophisticated and stately, but upon a closer look you realize that it/u2019s populated with parrots, pigs and rhinos; animal mascots familiar to any customer who/u2019s grown up around/u00a0

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./u00a0The motto/u00a0

Facta Non Verba

/u2014Deeds not Words/u2014sits in the crest as a reminder that actions are the embodiment of the brand. The parrot at the centre is a nod to the original/u00a0

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/u00a0restaurant, which was memorably accessorised by oversized parrots (

here

)/u2026. Even now, no one knows quite how they came to be there, but that/u2019s part of the point, and they are much-loved/u00a0

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/u00a0icons.