A chain’s prototypical design is central to their brand’s identity. When done well, prototypes become iconic and have the magical ability to help trigger brand loyalty among their customers.

Today’s multifaceted approach to brand development brings its own set of challenges:

  • How to capture the diversity of thoughts and interests brought by marketing, branding, operations, culinary, and your customers into a cohesive and authentic architectural identity for your concept; and…
  • How to balance all of these interests with a tight budget.

What Goes into a Great Prototypical Design?

Authentic Icon


More than anything else, it’s important to be authentic to who your organization is as a chain. All great chain concepts do this well, and all struggling chain concepts have a hard time with authenticity.

Function Icon


We start with function when we design a space. The design needs to work well for both customers and employees. We need to be able to adapt the design over time as the marketplace shifts too.

Flexibility Icon


A great prototype needs to be able to rollout everywhere, which means we must have a core design that’s flexible enough to fit budget, schedule, and local regulations without time-consuming redesign.

Execution Icon


The prototype effort doesn’t stop when the design is complete. We need to provide your development team and their external consultants with a road map of how to rollout the prototype: the Design Criteria, and ALL CAPS is here to make sure your development team has everything it needs to be successful.