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Case Study: Forty Acres Soul Kitchen

Creating and operating an authentic brand story for Authentically American™ brand creators.

"We appreciate the TIS posse through and through. They're more than just brand marketers—they're true allies." -Darel Ross, Co-Owner


Forty Acres Soul Kitchen owners Darel Ross and Lewis Williams had a unique and truly authentic restaurant concept for Grand Rapids but needed help tightening the brand and making it relevant for diners in Grand Rapids despite several delays in opening dates and obtaining a liquor license. Team TIS created a strategic plan to keep diners excited about the opening of Forty Acres and willingness to dine there before they were granted a liquor license.


Supporting the development of Forty Acres' Big Idea and their unique brand narrative.

Supporting pre-launch and post-launch activities including menus, website design and development, signage, social media management, print collateral design and copywriting, brand manual, brand snapshot, and more.

Supporting Forty Acres with marketing strategy, design and execution.



With a delayed launch and grand opening set without a liquor license, Team TIS was challenged to help Forty Acres maintain relevance in the market and generate ongoing excitement for diners in Grand Rapids.


We created a unique presence and voice in the Grand Rapids market by positioning ongoing content to keep people engaged and excited about the brand. We supported heavy launch activities and ongoing communications with customers on social media and other marketing channels.


A successful restaurant launch for Forty Acres, the first Cognac-focused bar in the state of Michigan and selected the Best New Restaurant award by Grand Rapids Magazine.