Reclaiming the Taste of Adventure
Rubio’s has been a go-to for Baja-inspired cuisine since 1983. However, as customer eating habits continue to evolve, they reached out to us to help reevaluate their brand positioning, to ensure they were still resonating with what people were looking for.
Rubio’s previously collected market data to determine which elements of the brand resonated most with its target audience. We used those insights to shape foundational brand pillars that could guide the company’s messaging and visual identity moving forward.
As a business in the crowded quick service restaurant space, Rubio’s had to stand out in a way that was not only ownable, but unique.
Rediscovering the spirit behind the brand
To uncover a position that felt both ownable and authentic, we went back to the very beginning of the Rubio’s story. Inspired by the brand’s roots in surf trips to Baja and its passion for sharing bold flavors, we led a brand exploration process that ultimately defined a new positioning platform: “The Taste of Adventure.”
Building a cohesive brand system
As part of the repositioning effort, we developed messaging pillars and a refreshed brand tonality to guide future creative across channels. We also conducted a deep dive into competitor branding to identify whitespace opportunities, helping Rubio’s establish a more distinctive voice and visual identity that could extend from in-store merchandising to social and digital advertising.
"Red Door was instrumental in helping us to refine our brand messaging and develop a new tagline for our brand. They then brought the concept to life with fresh creative that was integrated everywhere, from in-store merchandising to our social channels and digital advertising."
Let’s build something greater together.
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