Ruth’s Chris needed to modernize its dated, special-occasion–only brand perception to stay culturally relevant and competitive, without alienating the loyal guests who built its legacy.

Luxury today is less about exclusivity and more about inclusivity. People want to feel special, but not intimidated. Modern diners prefer elevated experiences that make them feel taken care of, not judged or out of place.

A humanized brand positioning and modern style guide born from the DNA of founder Ruth Fertel, where small wins, everyday joys and spontaneous nights out are worth celebrating — and every guest feels welcome.

The brand style guide was introduced internally with excitement and with new brand assets just beginning to enter the market.