Rooted in Soul and Built to Lead Culture.
"They took our spark and built a brand that the world could feel."
Before Five Points Studio we knew we had something special but the world didn’t. Our food and culture had heart, but our brand was still in its infancy. We had no clear identity, no major recognition – just a dream. Five Points came in with strategy, soul and style. They didn’t just design a logo – they gave us a voice. They helped us define who we were, build trust with our audience and show up powerfully. Today, we’re proud to say we've welcomed legends through our doors. That doesn’t happen without belief and the team at Five Points believed in us from the start.
– Anthony S.
When Atlanta Breakfast Club first opened its doors, it had soul, flavor and ambition but no brand infrastructure to match. With dreams of becoming a staple in the Atlanta food scene and beyond, they needed more than just a logo. They needed an identity that would make them unforgettable – a visual and strategic foundation that could grow with them.
Five Points Studio built the restaurant’s brand from the ground up, rooted in the soul of Atlanta. Inspired by Southern hospitality and the edge of a modern diner, we used a red, black and white palette as a tribute to the city's sports legacy and state pride. From menus to merchandise, every detail was designed to feel like Atlanta – bold, warm, and unforgettable.
The new brand positioned Atlanta Breakfast Club as more than a breakfast spot – it became a cultural landmark. The refreshed identity opened doors to major opportunities like Super Bowl catering at Mercedes-Benz Stadium. Visits from Wolfgang Puck and Keith Lee signaled its growing influence. Once a local eatery, Atlanta Breakfast Club is now one of the city’s most iconic experiences – with a brand as memorable as its food.
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