The challenge was to get traction and develop Souls Restaurant Group, via brand development, refinement of communication and marketing initiatives. Our focus was the development of a mother/umbrella company and a suggestion for an updated brand management strategy. This included the development of a corporate identity - name, logo, slogan, and overall design toolkit.
In order for Souls Restaurant Group to be the sticky brand it strives to be, there are some problems needed to be addressed. Based on Souls’ presentations and our own primary and secondary research we identified the need to eliminate brand confusion, increase brand awareness and enhance Souls’ expertise by building a strong community.
With that in mind, we want to welcome you to the universe of Enroot Restaurant Group - A restaurant group with three core values - transparency, honesty and determination. With all initiatives deeply centred around gastronomy and experience.
For the brand architecture, we chose a Hybrid brand architecture, so that the mother brand, Enroot Restaurant Group, ‘endorses’ the sub-brands ARK, Lupa and Souls with its reputation and can work as a quality stamp for all current and future brand initiatives. Marketing activities are meant to advertise both the sub-brand and the endorser which will also facilitate cross-selling.
We visualized the most important aspects of our solution and also included the new brand book for Enroot Restaurant Group, that serves as a framework of consistency and cohesion for the corporate brand.