Chef Charles Schwerd, the talent behind the Arrowhead Grill, is bringing his culinary perspective to north Scottsdale, Arizona with Preston’s, an upscale yet affordable steakhouse.
Schwerd hired Phoenix-based brand consultancy, Nocturnal, to develop and manage the concept’s brand strategy.
Slated to open in March, Preston’s will bring new life to the space previously occupied by Michael’s at the Citadel, located at 8700 E. Pinnacle Peak Road. Preston’s will offer a sophisticated dining experience in a comfortable setting with a menu focused on prime steak and seafood selections served with Schwerd’s signature quality and character.
Schwerd named the concept after his grandfather, a butcher and patriarch of a proud lineage of meat packers with deep local roots. This heritage is at the core of the brand identity developed by Nocturnal.
“There are a lot of fantastic prime steakhouses,” says Ken Peters, Nocturnal’s co-founding partner. “Few come with the pedigree that will be apparent on every Preston’s plate.”
That pedigree will also be central in the Preston’s visual identity that will merge vintage imagery culled from the Schwerd family archives with a dynamic, modern aesthetic signifying a contemporary dining experience informed by a rich legacy.
Nocturnal will be responsible for Preston’s brand development including messaging to visual identity, advertising, and social media as well as ongoing media relations.