Opportunity:

Pancho & Lefty’s is a cool cantina in Nashville crafted by the intrepid founders of Edley’s Bar-B-Que and inspired by the timeless Willy Nelson-Merle Haggard outlaw country song. The concept has collected awards like Best Margarita and Tacos in Nashville, one of the country’s fastest-growing cities. And yet, needed more to stand out in a saturated Tex-Mex category.

Solution:

StarryEyed brought new insights, brand storytelling, culinary creativity and Spangish tunes to crystallize the strategy with the team in Music City. Together, we identified the brand’s North Star and combined rich, Southern soul food of Nashville with modern Mexican fare to create the first, new Mexican fusion cuisine in 150 years. We crafted the brand strategy, menu style and story, brand identity and activation elements, including website design and store inspiration for new and remodeled restaurants. 

Impact:

We call it NashMex, but you can just call it the best you’ve ever had. With Southern-charming service, freshly-made moonshine margs, and tacos that blow your boots off, Pancho & Lefty’s is now a unique, liberating experience you can’t find anywhere else. The latest cantina recently opened in Nashville just six months after our North Star Session and continues to make local and national headlines with their flavorful menu and community-building initiatives.

Deliverables:

Qualitative and Quantitative Insights | Brand Positioning | Brand Identity | Brand Story | Menu Style & Signatures | Promotions | Website Design