Authentically
Spirited.
Rebranding Mia’s to connect with Gen Z without losing its soul.
The Problem
Mia’s had strong loyalty with older customers but low visibility with younger diners. Its digital presence felt outdated.
The Insight
Younger diners (18–35) choose restaurants for social connection and shareable experiences, not just food. Their choices are heavily shaped by peers and what they see online.
The Strategy
Shift from passive Gem to active "Spirited Connector." Authentic heritage meets modern energy.
Visual Evolution
New Identity
Old Identity
Website Design
Designed and built a mobile-first experience to convert social traffic into reservations.
Redesigned Menu
Designed to match with Young Gen
Scalable System
Ready for packaging & retail.
Strategic Impact
Distinctive
Breaks the "sea of sameness" in local dining.
Relevant
Appeals to 18-35s while keeping loyalists.
Scalable
Modular system built for future growth.