Johnnie Mae's of Memphis
When Johnnie Mae’s first approached us, they weren’t looking for a quick design update or a marketing touch-up. The truth is, they weren’t even open yet — and they knew they needed more than a menu and a logo. They needed a complete operational and brand foundation strong enough to open a restaurant with consistency, clarity, and confidence.
What they did know was that the vision was there: a soul food brand honoring Ms. Johnnie Mae Craig, a story rooted in Memphis, and a commitment to serving the community with authenticity. But nothing was built yet — no systems, no digital footprint, no unified identity, no streamlined operations, and no infrastructure to support modern restaurant technology.
It wasn’t a design problem.
It was a full-scale launch problem.
Before a single cable was run or a single page was designed, we started with a full-spectrum assessment of what it would take to open Johnnie Mae’s the right way.
We met with ownership, walked the space, reviewed their goals, studied their menu and story, and identified the core elements that needed to exist before the first guest ever walked through the door. We mapped out the operational flow, technology requirements, brand positioning, and digital presence needed to support a modern Memphis restaurant.
What we found was simple: the heart of the restaurant was powerful, but everything else needed to be built from scratch — systems, visuals, identity, tools, and a cohesive narrative that tied it all together.
axom didn’t just polish a brand — we built Johnnie Mae’s into a fully functional, unified, operationally sound restaurant from the ground up.
• Full Toast POS Installation & Infrastructure Buildout
We installed Toast from scratch, including new internet setup, hardware configuration, networking, and speaker/PA wiring across the whole restaurant. This created a seamless operational ecosystem from Day 1.
• 200+ Professional Photos & Videos
We created a massive visual library before launch, ensuring the brand opened with professional-quality media for menus, marketing, social platforms, delivery partners, and in-house displays.
• Complete Brand Unification Across All Platforms
Every touchpoint — Google, social, digital menus, packaging, signage, third-party ordering, and in-store visuals — was rebuilt into a cohesive, recognizable identity that honors Ms. Craig and positions the restaurant as a Memphis staple.
• A Stunning, Fully Branded Website (johnnie-mae.com)
We designed and launched a modern, mobile-optimized site with accurate menus, professional photography, online ordering access, brand storytelling, and a polished digital presence from Day 1.
• Digital Assets, Systems, & Operating Structure
From menu engineering to digital design to internal documentation, we built the assets and frameworks that let the restaurant operate consistently and confidently at launch.
• Ongoing IT Support & Managerial Oversight
axom remains involved in day-to-day support, troubleshooting, systems management, and strategic oversight — ensuring operations stay smooth and the brand continues to scale.
