Rubio's: Repositioning a SoCal Staple
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 had previously collected market data to determine which elements of the brand connected with their target audience the most. It was our challenge to then shape these attributes into foundational pillars that could position the brand moving forward, from both a messaging and visual standpoint.
As a business in the crowded restaurant space, Rubio’s had to stand out in a way that was not only ownable, but unique—and for that, we went back to the very beginning. Rubio’s was born out of surf trips down to Baja, and the desire to share exciting flavors with the world. Embracing this spirit of discovery and exploration, we underwent a brand exploration process, ultimately leading us to a mantra that could sum up the new Rubio’s position: The Taste of Adventure.
As part of our rebranding efforts, we developed messaging pillars and a refreshed brand tonality to inform and align all future creative. We also did a deep dive into competitor branding to understand where the white space was.
"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."