Through a third party we were invited to tender creative brand concepts for a B to I restaurant outlet in various hospital and manufacturing environments. The existing brand was tired, more than 5 years old and lacked credibility to the extent that it was a workplace venue to avoid.
Along with changes to menu offerings we looked at the whole environment, using strong colours, concise wording and content, mixed with a portfolio of enticing food and lifestyle imagery. The key part was the new brand name – we played on the words ‘eat’ and ‘treat’ coming up with ReTreat. The package was presented as a visual walk through.
The client viewed it as fresh, emotive and non-descriptive, customers viewed it as new, more enticing and with easy to follow food menus and dining zones.
The creative package changed the restaurants from a place to avoid, to a place to be, a place to eat and a place to catch up and rest