Spice Hospitality Group

A farm-to-table restaurant in the heart of Cleveland.

SERVICES: Brand Strategy & Consultation

The Beginning

Spice Catering Co. carved out a niche following among upscale customers who sought out true farm-to-table dining experiences. The first installment of the Spice story left Chef Ben Bebenroth with a desirable issue: his catering company was growing quickly and he needed a new venue.

Without a venue to call his own, Spice settled for becoming a preferred caterer to upscale event locations where the property owners racked in rental and open bar fees. To level up, Chef Ben knew he needed a home base and a liquor license that would increase revenue and profit.

After months of looking at options from dive bars to church basements, Chef Ben landed on an unexpected new home for Spice: a former Mexican restaurant that could house both private parties and daily dinner guests. With a coat or two of neutral paint colors, all new lighting fixtures and fresh covers on the banquettes, Spice was ready to open its doors to Cleveland’s Gordon Square neighborhood.

The issue? How to position, brand and promote this new venture while retaining the core farm-to-table mission of Spice. Once again, Muse was brought in to bring this brand to life.


While Spice Catering Co. catered (pun intended) to sophisticated customers for special events, Chef Ben wanted this dining experience to be more casual and accessible to the community. Muse founder & CEO, Jackie Bebenroth, knew Spice had to strike a delicate balance in the name, look and brand experience to accomplish this. Here’s how Muse did it.


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