An upcoming Edinburgh restaurant came to us with a vision: to serve the best damn Portuguese-style chicken in town, the only problem was, they had no direction or idea where to start. A central location was secured for the restaurant, however, this was as far as their vision went. Cue the team at Marketing Concepts. We worked in partnership with the restauranteurs to develop a name and from there we created brand identity, marketing strategy, point-of-sale, advertising creative and restaurant interior design. Zuhus was born.
Style of food, price point and the location were established, so we set about creating a solid marketing strategy. Based on budget constraints, the restaurant would mainly be promoted online, through the website and social media. Another priority for Zuhus was to take advantage of word-of-mouth. Call it “Creating Brand Tribes”, “Brand Champions”, or “Customer Advocacy”; in essence we wanted initial interest in the restaurant to spread by customers telling others about the great food and service available at Zuhus. They would have to facilitate this by having a solid online presence. The brand would also have to be approachable, friendly, and generally be a good match for the overall strategy.
For the branding Zuhus needed something that would stand out in a high-traffic area of Edinburgh, with many competing restaurants. The identity needed to be distinctive and have a strong street presence. Our creative team crafted a bold, geometric logo suggestive of a mediterranean style with a bright colour palette to reflect the rich, fiery menu.
This bright geometric style was carried across branded materials from online content, menus, signage, takeaway boxes, sauce bottle labels, to the interior wallpaper and decor.
Zuhus has now opened what is hopefully the first of many restaurants in Scotland and the reception has been great. They have a strong connection with their customers through social media and are very popular with families and students within the area. They have even had a few celebrity diners!
The restaurant is delighted with the branding and continue to have growing interest and popularity.