From product to brand: sharing the world of Roadhouse

Advertising Campaign
Brand Design
Brand Identity
Corporate Identity
Graphic Design
Pack Architecture & Design


Life has been the Cremonini Group’s global partner since 2014, developing strategic and operational communication for Roadhouse, as well as the new restaurants in the group: Roadhouse Meatery, Smokery by Roadhouse, Calavera Fresh Mex and Calavera Rapido. It has embraced this challenge with passion and dedication, gaining extensive knowledge of the brand thanks to the creation of a dedicated unit within the agency.

 A new Roadhouse experience

Over the years, we have accomplished all the goals we have set ourselves, updating positioning and enhancing brand experience, thanks to the introduction of new services and engaging initiatives. We have worked on every aspect of communication to convey the brand’s unique, value-for-money, first-class offering.


The first stage in the process was to work on brand positioning, a strategic move to broaden its customer base and turn Roadhouse into a reference point in the world of casual dining: no longer a steakhouse but an informal restaurant for the whole family.

The logo was restyled to give it more modern appeal while retaining its identity, and the initial R became cleaner and more linear. The descriptor was changed from grill to restaurant. While the focus was still on meat, more items were added to the menu for a wider and more varied offering.

The new positioning of Roadhouse was finally consolidated in 2019 with the tagline Ti conviene mangiar bene (It pays to eat well), aligning itself with the new demands of its target public which was increasingly careful about what it ate and particularly concerned about the quality-price ratio.

The visuals are warm, flawless and, most important of all, look real. The beautiful, inviting images are authentic to a fault and portray the experience, quality and value for money offered by Roadhouse; the tone of voice is irreverent and memorable


To strengthen brand consistency and awareness nationwide, Life has produced several television ads over the years, featuring celebrity spokespeople like Michelle Hunziker and the swimmer Gregorio Paltrinieri.


With the outbreak of Covid-19, changes had to be made in the restaurant world for staff and diners alike. Alongside the traditional POP materials, Life created a digital version of the menu which can be consulted quickly and easily on your smartphone.


Whether you’re a Michelin-starred chef, celebrity, influencer and just an ordinary person - cooking at home has never been as popular as it is at the moment. Life developed a new Roadhouse takeaway service, where customers can buy its specialties raw and cook them at home to become “grill stars”. You just place your order on the app and pick it up in your car.

A selection of ready-to-cook cuts of meat in the exclusive Roadhouse marinade, inspired by the meal kit trend, are a great solution for today’s on-the-go consumers and are presented with targeted communication tools to develop a sense of belonging to the brand.