Although Capital Restaurant Concepts had opened Old Glory All American Bar-B-Que to much fanfare in its premier location on M Street in Georgetown, the concept needed tweaking to be successful at its second location in suburban Centersville, Virginia. The first step was to decode what makes Old Glory work: a casual, comfortable escape from the ordinary, button-down Capital City, as well as segment the concept’s market appeal to better understand the consumer mindset.

Capturing the feel of the great barbecue restaurants across America, offering representations of each style served in different parts of the country.

Design solutions came on multiple fronts. Shook Kelley turned the bathrooms into outhouses with Astroturf on the walls and half-moons cut from stall doors, created custom wood-and-leather carry-out trays for it’s barbecue products, used the American flag as a strong interior element, and put bourbon on center stage in the bar through the use of wooden casks and engraved plaques for the names of the bourbon club members. Shook Kelley also redesigned the restaurant's logo, and created new concepts for packaging the sauces—based on the different flavors of barbecue sauces from six Southern states. The revamped graphic identity was extended into both store locations.

The result was an authentic, All-American concept—complete with brick façade, patriotic décor and country music—recreated for a suburban bedroom community.