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Louisiana Creole Gumbo

Discovery & Research

Brand Strategy

Visual Identity & Logo

Collateral Design

Marketing Strategy

A Detroit gem primed for growth

As a family-owned restaurant with a rich 50-year history in Detroit neighborhoods, Louisiana Creole Gumbo (LCG) is poised to grow nationally as THE authentic Cajun/Creole QSR chain. To get them ready, the LCG team entrusted us to overhaul their brand with a unique, one-of-a-kind personality that matches their heritage, and the bold, colorful flavors of their food.

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Louisiana Creole Gumbo Logo Gif

Louisiana Creole Gumbo

Modern-day Creole

We revamped their visual identity to set a modern example of creole and southern cooking in an authentic and approachable way. The mascot, Louis D Gator is designed to lean into LCG’s brand personality: The Storyteller—magnetic, colorful, confident, and inviting.

Louis D Gator Sketch Lousiana Creole Gumbo Louis D Gator Lousiana Creole Gumbo



Louisiana Creole Gumbo Business Cards

Delightfully different

We knew Louisiana Creole Gumbo would shine in a crowded QSR market by embracing their Louisiana roots and putting their bold flavors front and center. Along with a confident new tagline, “Very best gumbo since 1970,” we developed a bright and warm brand voice with punchy messaging to match.

The Gumbo Louisiana Creole Very Best Gumbo Since 1970


After overhauling their brand foundation, we brought it to life with heaps of new collateral concepts—things like business cards, carry-out bags, t-shirts, signage, food packages, and new store interiors.

Louisiana Creole Gumbo Brand Collateral

The results

Armed with a full kit of branding and marketing tools, the LCG team is ready to go and is marching—with a N’awlins jazz band behind them—right towards national expansion. 

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Louisiana Creole Gumbo

As a small company, we needed someone that could bring a vision of what the broader world would accept. Many times, we’re in a bubble as a small company, and we won’t see beyond the day-to-day context. Skidmore has been very helpful in broadening my thinking and giving me another perspective.

—Joe Spencer, Owner

Lousiana Creole Gumbo Food

Flower Illustration

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