It’s not often that you get an opportunity to completely rebrand an American classic like Perkins. 

Perkins Restaurant & Bakery has been around since 1957, but the brand had grown stale, which is not ideal when you promise to serve it up fresh. 

We reassessed and reimagined everything it was doing; from its audiences, essence, attributes, brand identity and more. We took the deepest of dives and emerged with a revitalized brand ready to innovate family dining for decades.

Introducing Perkins American Food Co.

New name, logo, color scheme, menu, commercials—you name it, we refreshed it as Perkins begins its journey as a restaurant that serves its guests what they’re craving: the classics of yesterday in a place that feels like today. 

Same soul. New attitude. Served by Perkins and Dunn&Co.