Jimmy Buffett’s Margaritaville

Korn Design partnered with Jimmy Buffett’s Margaritaville to reposition the brand identity and resurface its universal appeal for the next generation of diners as well as core “parrothead” followers. What started as a t-shirt shop in Key West, FL by Jimmy Buffett in 1987, has expanded to a collection of over 27 (and growing) restaurant locations internationally.

When his fans started wearing homemade t-shirts to his concerts inspired by the hit song “Margaritaville,” Jimmy turned a simple idea into a business. With a shop name like Margaritaville, soon enough locals started coming in looking for cool drinks and the iconic “cheeseburger in Paradise.” The laid-back island escapism lifestyle took off, offering diners a “license to chill” wherever they were, with “no passport required.”

The original purpose of serving up good food, good drinks, paired with live music in a fun, casual atmosphere drove the development of the new brand strategy and identity. The goal: to deliver paradise. With a tropical color palette, bold typography and hand-crafted illustrations, the new identity strikes a balance between the relaxed island lifestyle and the makings of a fun meal with family and friends.

New oversized menus showcase colorful and immersive photography — a mix of relaxing tropical scenes and Jimmy Buffett classic vintage photos — tying back to gulf coast roots. The new food and lifestyle photography in the ad campaign tells the story of a beach grill inspired menu and a good time between family and friends. After all, “it’s 5 o’clock somewhere.”


Brand Strategy
Visual Identity
Menu Program
Art Direction
Ad Campaign

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