harlem shake

Brand Strategy
Website
Landing Page

about

Born out of owner Jelena Pasic’s deep admiration for Harlem, NYC, Harlem Shake was envisioned as a place where both locals and out-of-towners could celebrate the rich history and unforgettable atmosphere of this storied corner of the Big Apple.

LIVE
WEBSITE

Since first opening its doors in 2013, Harlem Shake has fast become a neighborhood hit, not just with the surrounding community, but also with celebrities, politicians, and international travelers alike. Folks the world over now know they can visit Harlem Shake for great burgers, one-of-a-kind milkshakes, and guaranteed good times––all served up against the backdrop of a warm and inviting “old-school” interior, designed to reflect Harlem’s vivid and enduring culture.

challenge

An iconic place deserves an iconic digital space.
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While everything inside the flagship Harlem Shake location was meticulously designed and curated, this wasn’t always true when it came to the restaurant’s digital representation.
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But with a long-held dream of becoming the nostalgic, fast casual food brand directly associated with Harlem (and a go-to gathering spot for family and friends to make cherished memories), Harlem Shake’s founders felt a burning need to create a similarly curated digital environment, allowing fans to fully immerse themselves in the Harlem Shake experience… no matter their physical location.

To help build this new digital space, the Joieful team spearheaded a vibrant and highly productive eight-hour workshop with the Harlem Shake leadership and PR teams. During the workshop, each individual Harlem Shake team member expressed a passionate love for – and loyalty toward – the brand. They also expressed their collective desire to distinguish Harlem Shake from other nostalgic competitors in the eyes of burger lovers worldwide.

Joieful quickly recognized these feelings could provide an opportunity to align Harlem Shake’s leadership around a common goal: bringing clarity and coherence to all the brand’s marketing platforms in order to showcase the true uniqueness of Harlem Shake.

Digging through Harlem Shake’s historical archives, our Joeiful team was able to select a few precious relics from the restaurant’s brand-building efforts over the years to repurpose for digital display. From the original sketch of the first-ever Harlem Shake location to the subway-tile tray design, the eye-catching “Wall of Fame,” the colorful front-of-house lightbulbs (recreated in graphic form), and the images of the trademark green-and-white awning, every aspect of the Harlem Shake website was chosen to help tell the restaurant’s story and to highlight the team’s adoration for classic Harlem.

More than just a place for crave-worthy food, Harlem Shake is a must-visit NYC destination. That’s why, while other fast casual concepts place their food offerings front and center, Harlem Shake (with Joieful’s help) opted to spotlight the Harlem experience within their digital home––so everyone who clicks on the site will understand that Harlem is the real star of any Harlem Shake meal.

More than just a place for crave-worthy food, Harlem Shake is a must-visit NYC destination. That’s why, while other fast casual concepts place their food offerings front and center, Harlem Shake (with Joieful’s help) opted to spotlight the Harlem experience within their digital home––so everyone who clicks on the site will understand that Harlem is the real star of any Harlem Shake meal.

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