Getting a Mediterranean QSR
brand-ready for expansion
DATE
07.2023
The Challenge:
Taïm was a Mediterranean quick service restaurant chain with ambitious expansion plans, but it lacked any discernible brand.
It had no positioning, no strategy, no distinctive assets, no tone of voice, and no consistent look or experience to its restaurants.
The Task:
I had to create a verbal and visual brand identity for Taim that could be brought to life across every customer touchpoint.
Our research indicated that authenticity was the area we could truly own; authenticity of our origins and authenticity of our recipes and the ingredients we used.
To visually bring the Mediterranean to life we created a simple yet impactful graphic language of the sun, sea, rain and land.
We paired that with a vibrant color palette and some mouthwatering product photography to land on an overall look and feel:
The Execution:
We then set about bringing this new brand to life across every customer touchpoint.
From forgettable, one-off exterior designs…
…To a cohesive brand look
From dark, dimly lit, narrow spaces…
…To a brighter, fresher, and more open design
And once you crack the basic building blocks of a brand, the execution gets a lot easier.
We also injected this bright, fresh and vibrant look into our product photography:
Results:
This new look and feel guided all our communications at Taim and were the coordinates used for nine new restaurant openings.