Creating and operating an authentic brand story for a Black-owned restaurant and cannabis business.

Forty Acres Soul Kitchen had a unique and truly authentic restaurant concept for Grand Rapids but needed help tightening the brand and making it relevant for diners in GR despite several delays in opening dates and obtaining a liquor license. 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.


Benefit Summary

  • 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


The Challenge

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


The Solution

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.


The Result

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. In addition, the brand has grown to include Forty Acres Enterprises and Forty Acres House of Cannabis.