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Shoeless Joe's hires Tag

Toronto-based restaurant chain Shoeless Joe's recently retained Tag, also based in Toronto, to undertake a rebranding initiative. The assignment included a redesign of the chain's menu to better appeal to "discerning sports fans" and consumers seeking "a more upscale meal experience." The agency is also developing a new advertising campaign using the same themes, which will include radio, direct mail and in-store components.

"The elevated menu signifies an evolution of the Shoeless Joe's brand, so we felt it was essential to develop a visual presence that best reflects this transition," said Gabi Armstrong of Tag. "We leveraged new food and beverage photography to combine contemporary images with bold styling and typography for a superior look and feel. It's a noticeable departure from the previous menu design, and we're confident it will enhance the customer dining experience."

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