The Problem
Ruth’s Chris was known as the place for big moments, but the identity leaned too heavily into the formal, white-tablecloth image. The voice and visuals didn’t fully capture Ruth Fertel’s relatable warmth, her grit, or the idea that Ruth’s should feel just as right for a Wednesday night celebration as it does for an anniversary dinner.

The Solution
We set out to bring Ruth’s true spirit forward. That meant shaping a voice that’s confident but modest, and reimagining the visuals to feel warm, inviting, and contemporary. Rich textures, glowing tones, and that signature sizzling butter created the sensory moments guests crave. The result is a brand that feels just as inviting for everyday celebrations as it does for life’s biggest moments.