Norms Restaurants: A Cultural Rebrand for Southern California’s Icon

A bilingual rebrand that honors legacy and connects with a new generation.

Norms Restaurants has been part of Southern California dining culture for nearly 75 years. The brand needed to expand its reach and modernize its voice without losing its familiar warmth. The repositioning focused on cultural authenticity and language relevance across all marketing channels. At the center of this initiative was Norma, a bilingual and bicultural personality who embodies the brand’s warmth and inclusivity.

Agency: We Are JOY

  • Update a legacy diner brand to reach Gen Z and Southern California’s Latin American community, while preserving the family-friendly reputation and nostalgia that loyal customers know.

  • A brand platform anchored by Norma was created to represent both heritage and modernity. Through bilingual campaigns, culturally accurate storytelling, and community-driven narratives, Norms was reintroduced to existing customers and new audiences.

    We Are JOY | Rebrand & positioning, campaign strategy, social media, copywriting, cross-cultural marketing, production, merchandise, events, print

  • Rebrand & Positioning

    Campaign Strategy

    Social Media

    Copywriting

    Cross-Cultural Marketing

    Production

    Merchandise

    Events

    Print

  • Norma became a recognizable brand voice that resonated with both long-time customers and new, younger audiences. Social media content in English and Spanish drove measurable increases in follower growth, shares, and comments from bilingual communities. Campaigns highlighted family traditions and modern experiences, strengthening brand affinity with Southern California’s diverse Latin American community.

Production

A New Anthem: Meet Norma

We introduced Norma through visual stories that evoke cultural authenticity and affirms the brand’s legacy. The spots are dedicated to the human moments within the dining experience, personifying the warmth and familiarity of Norms.

Norma: En Español

The strategy, writing and a creative team included bilingual talent to ensure all content was culturally accurate and resonated with viewers. The right cast for Norma was critical in representing the Southern California target audience that identifies as Latin American, fluent in Spanglish and teetering between “ni de aquí, ni de allá.”

“It’s Both”

Engaging Gen Z with a legacy brand like Norms Restaurants involves understanding their preferences, values, and lifestyle. Gen Z appreciates authenticity, inclusivity, and experiences that align with their diverse interests.

“La Quinceañera” (Español)

We wanted to showcase the deep-rooted connection between families and Norms. This story focuses on the Hispanic tradition of a quinceañera and the emotive experience it brings. It was important to emphasizing the timeless quality of the restaurant in their lives.

“Las Comadres” (Español)

We embarked on a cultural journey to celebrate Hispanic womanhood, focusing on empowerment and support within the social circles of comadres. Our goal was to capture the essence of these connections at Norms, and bring the hospitality and warmth of Norma.

“The Send Off”

This spot brings a heartwarming encounter between a father and daughter before her departure, grappling with the fleeting nature of time as they say farewell. Norma’s thoughtful and empathetic approach to the family shows how she can elevate a dining experience into something special.

A bilingual content strategy was developed for English and Spanish channels. Animated and lively posts fostered organic engagement, complemented by paid campaigns. Social content strengthened the brand’s dynamic presence online while reflecting Southern California’s linguistic diversity.

The merchandise line combined retro diner aesthetics with a contemporary edge. Vintage palettes and typography extended through apparel, accessories, and homeware.