National Prototype

December 2014 - May 2015 | Prophet Senior Designer


The Famous Dave’s brand had lost its way. Competition from “fast-casual” restaurants drew FD’s millennial customers away from the traditional casual dining experience. We discovered this new generation still had a passion for bar-b-que, but craved something more than just good food. These customers valued social experiences and quality, over price and portion size. We labeled this customer segment and tailored our designs to appeal to their unique sensibilities.  


My role on the Prophet team was to replace the outdated restaurants with a new national prototype.  My focus centered around exterior design and overall form. The final design was a reinterpretation of a traditional barn. The black and white palette was both modern and distinctive, and the use of charred wood paneling created a full sensory experience. The combination of traditional and modern resonated with our design target.