Concept & Brand Development
Purpose:
To give restaurant founders a clear, usable framework for building a brand that actually means something — one that guests remember, competitors envy, and that stays true to the soul of your concept. No vague poetry. No “brand synergy” nonsense. Just practical steps to make your restaurant unmistakably you.
1. Positioning
Before we start sketching logos, we figure out who’s walking through your door — and why.
- Define your target audience: locals, tourists, or that mysterious third group that eats lunch at 3 PM.
- Identify your competitor set: both the place across the street and the one that lives in your guests’ minds.
- Clarify your USP (unique selling proposition): what you do better, different, or with more heart than the rest.
2. Naming
A good name should sound right, look right, and be easy to spell after two glasses of wine.
- Brainstorm names rooted in your story, cuisine, or hometown legend.
- Test for memorability, pronunciation, and spelling.
- Check availability — domain, trademark, social handles. (There’s always that one guy who already grabbed it for his dog.)
3. Brand Identity
Looks matter — but meaning matters more.
We shape every visual piece to speak your restaurant’s truth:
- Logo: simple, flexible, legible at any size (even on a napkin).
- Color Palette: hues that match the emotion of your cuisine — not the designer’s mood that day.
- Typography: one bold voice for headlines, one friendly tone for the story.
- Imagery: consistent photo and illustration style that makes guests feel what your food tastes like.
4. Storytelling
People don’t remember features — they remember feelings. We build your story so guests know not just what you serve, but why you exist.
- Origin story: the “why” behind your venture.
- Brand voice: the tone that shows your personality — casual, refined, or playfully bold.
- Tagline: a short, memorable promise guests can repeat without cue cards.
5. Touchpoints
Every time someone meets your brand, it should feel like the same handshake.
- Guest-facing: signage, menus, uniforms, website, social media.
- Operational: packaging, labels, invoices, staff docs.
- Marketing: ads, partnerships, promotions — the louder megaphones of your story.
6. Deliverables Checklist
We don’t just talk branding — we hand you the toolkit.
- Brand Positioning Statement.
- Restaurant Name (cleared legally, not just “checked on Google”).
- Logo Pack (primary, secondary, icon).
- Color & Typography Guidelines.
- One-line Story + Tagline.
- Basic Brand Book PDF.