Since the acquisition in 2017, each of the seven restaurants acquired struggled with having a clearly defined brand identity. The Hill Restaurant Group came to us with the need to reinvent one of their restaurants previously known as Tio Javier, a Tex-Mex restaurant in the heart of Capitol Hill. It struggled to stand out and embrace a brand identity.
In response, The Hill Group came to us to help develop and implement a complete makeover, and Tortuga was born. With some help from our social media strategist, we were able to use social media as a vehicle to roll out this new restaurant concept.