Just one of the menu items offered at Edgar's Grille, an Augusta restaurant with a unique brand positioning.Edgar’s Grille is a restaurant owned and operated by Goodwill Industries of Middle Georgia. The mission of Goodwill is to provide skills training and job opportunities to the homeless and other people in need—in other words, “a hand up, not a handout.”

Creating Jobs

With that mission in mind, Goodwill opened a culinary school in Augusta, GA, providing training for careers in the food industry. A year after that, they opened Edgar’s, providing jobs for their culinary graduates.

Brand Positioning

The unique brand positioning for Edgar’s was based on altruism.

Menu_Edgars2It’s the only restaurant in Augusta that provides good for the community as well as good food. This led us to the theme line “Good food that makes you feel good all over.”

From that brand positioning we created the logo, the website, print and outdoor advertising. Thanks to Randall Hooker and Eric Hyman for the strategic help, and to Tina Lauffer for the clean design.



  • Edgar


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