Scratch Made Meals to Feel Good About
An Omaha-based restaurant came to us with a project for an exciting new concept—a scratch kitchen with three different restaurant styles: American fare, Asian Fusion, and Latin American cuisine.
The owner wanted to develop a brand for its overarching restaurant, but it was important that every restaurant style maintained their own brand identity. Think of it as a food court with three different restaurants, where we were developing a brand for the food court. This “food court,” or micro food hall if we want to get technical, merged 2 existing restaurants and developed a third restaurant which Zooka helped name and brand (read more on that story below).
The challenge was finding a balance between developing a strong brand identity for the restaurant, while simultaneously maintaining brands for each entity that were strong enough to stand on their own. We leaned into their strengths as a whole and developed Fresh N’ Delicious—a brand that focused on fresh food, scratch cooking, and locally sourced products.
Our project included:
- Conducting a series of branding workshops to develop the Zooka 3Ps™: Pillars, Personality, and Promise. The 3Ps:
- Focus on the HOW and WHY brands do what they do
- Serve as a framework to guide all decision making from that point forward
- Developing a visual identity including a logo, typography, and color palette
- Building a brand style guide to provide current and future employees with direction on how to maintain a strong brand identity through every touch point and activation.
