PROBLEM

The Campfire is a locally loved restaurant in Oakridge, Oregon — but its branding and outreach weren’t pulling in new customers or fully reflecting its unique vibe. The challenge was to increase visibility and foot traffic while staying true to its roots.

INSIGHT

The Campfire isn’t just a restaurant — it’s a vibe. People come for the comfort food and stay for the energy, the stories, and the small-town charm. The brand needed to lean into its identity: bold, homemade, and unapologetically western.

STRATEGY

Drive foot traffic and strengthen local loyalty by:

• Positioning the brand as a community-first gathering spot through authentic storytelling and visuals

• Highlighting fresh, locally sourced ingredients and vegetarian options to appeal to health-conscious and values-driven diners

• Creating buzz by leveraging outdoor seating, themed events, and local partnerships

• Expanding visibility by optimizing the restaurant’s online presence and Google searchability

MY ROLE

I led brand strategy and worked on the campaign messaging and social content ideas. I also helped design creative concepts for seasonal promotions and partnerships with local events.
Completed as part of a restaurant branding and strategy project at the University of Oregon.

PROCESS

• Conducted competitor and audience research within Lane County
• Identified key differentiators (outdoor seating, vegetarian-friendly, drinks menu)
• Developed a refreshed brand tone of voice: warm, bold, and a little wild
• Designed promotional ideas tailored to Oakridge’s community calendar
• Packaged a full presentation with campaign rollout steps and visual inspiration

RESULTS

The project was presented to stakeholders and praised for being highly adaptable and community-aware. It helped reshape how The Campfire could grow without losing its down-home appeal.

WHAT I LEARNED

This project taught me how to tap into the spirit of a brand, not just the surface. It showed me how to craft strategy that’s both personal and scalable — and how even a small-town restaurant can spark big ideas.

Click below to see the Results!