restaurant branding case study

  • Illustration
  • Processes and Tools

Branding Case Study

Case Study: Reborn. Identity Design for a Restaurant

Fresh case study on branding: read the story about identity design for an innovative self-service chinese restaurant, from logo to the set of branded items..

Branding is not the absolute synonym of design: it should present an insightful strategy to lay the foundation for success for a product or company. To work well, all the elements of the brand image have to support each other consistently and give users or buyers an instant message about the benefits. And design presents the fruitful soil for this goal, giving a company, service, or product its face and dressing it elegantly.

We have already shared case studies with the stories of creating identity concepts for  Ribbet ,  Passfold ,  Tubik ,  Saily ,  SwiftyBeaver , and Andre . This time we have prepared a new story about creating the identity for an innovative self-service Chinese restaurant. This project was brought into life by Tubik designer Denys Boldyriev. 

lettering-designer

Create branding identity for an automated, self-service Chinese restaurant Reborn.

For this project, we got a set of tasks according to the client’s marketing strategy:

  • corporate business cards
  • corporate letterhead and envelope for printed correspondence
  • style guide.

Logo design

One of the key elements in marketing is a logo: it usually presents the basis of all the further visual identity solutions. In this particular case of branding design for a restaurant, as the concepts were explored around healthy eating, futurism as a part of the brand image and marketing strategy, and the unique approach to food service, the image of a red ribbon emerged at the stage of the creative search. The implementation of the ribbon as the initial letter of the restaurant name expresses all of these ideas and ties them together with a traditional Chinese color palette.

The first ideas were visualized in the quick pencil sketches to catch the possible silhouette of the future logo. In a graphic design flow, pencil sketching is a significant stage that satisfies several needs. It allows visualizing the early ideation process in a quick and easy way. Moreover, it becomes really helpful for communication with a client to discuss if the general directions of the creative search correspond to the client’s expectations: this way is especially effective if the requirements are quite blurred and the customer doesn’t have a clear vision of a future symbol. Here you can see the set of early sketches for the logo.

Reborn_sketches case study

In fact, right from the beginning, the basic issue was agreed upon: the main part of the visual harmonic for this case was a lettermark presented in a special symbolic form. At the next step, the client was provided with a set of options showing the extended version – the combination of a logo sign with the lettering for a full brand name.

Reborn logo options design case study

Through the iterations, the final variant of the lettermark for the restaurant branding design was constructed and polished to get a sophisticated and elegant silhouette.

tubik reborn logo construction

So, the final Reborn logo is a combination mark that consists of the lettermark and custom lettering for the brand name. The core symbol presents the first letter of the company name for better brand awareness. The overall look of the symbol reflects the form an inseparable silk ribbon featuring the slight movement which portrays the principal service philosophy – bringing in the modern way of automated ordering food in the restaurant industry and setting the link between traditions of healthy food and innovations. The chosen style gives the visual idea of an elegant and simple form reflecting the core benefits of the product. The letter is easily associated with both the brand name and the word “restaurant” showing the kind of service.

The solution for a lettering part was focused on readability on different surfaces and sizes. It keeps visual harmony and consistency with the logo. Both parts can be efficiently used together as well as separately which gives flexibility for various marketing needs.

tubik reborn logo design

Another task in the creative flow of restaurant identity design was an app icon. It functions as an interactive symbol and presents the restaurant app on various digital platforms supporting the original identity. In most cases, app icons feature the logo of the app, although sometimes it can apply other visuals like a mascot or an abstract combination of corporate colors. The effective choice must be based on thorough market and competition research so that an app icon could strengthen the general brand strategy.

For Reborn, the option of the lettermark was defined as the strongest. Below, you can see what solution was chosen as the app icon. The simple and effective contrast of red as a corporate color and white as a background worked well for sign recognizability on a variety of devices and in different sizes.

Tubik Branding Reborn Icon design

Color , style, and background variants of the logo allow for flexible use, including on print materials. The client was offered several effective color combinations based on bold colors (red, black, white) and tested on the high level of readability in any case.

Reborn color variations

Branded items

After approving and testing the logo, the next task was a set of basic branded items that would support the visual identity concept. Among them, the designer worked on business cards. The dynamic ribbon element here communicates the focus on a healthy lifestyle and movement to progress in providing services.

Tubik Reborn case study business cards

Simplified and stylized, the logo creates a minimalist aesthetic suitable for envelopes and other mailing materials. Consistent with the overall design concept, the unique layout of the letterhead reinforces the futuristic sensibility of the service. The client also asked for slide templates that would allow easy creating company presentations that adhere to brand guidelines.

Tubik Branding Reborn Envelope

Another object of design effort was a brand sticker. Now stylish and catchy stickers have become a popular and quick way of spreading a word about the restaurant and strengthening brand awareness. Two sticker options were created for this purpose: one featured only the lettermark while the other showed the full version of the logo.

tubik stickers reborn

The client was also provided with a full set of guidelines for logo and identity use, including color palettes, fonts, and placement. Practice shows that style guides play a strategic role in the brand development : all the further contributors will get the clear instructions about correct and wrong ways to use the graphics created for this project. The document included several sections and informed about the idea which became the basis of a logo, its structure and specifications, color and monochrome versions which could be used for a wide range of purposes. Also, it showed examples of incorrect usage in order to avoid poor visual performance. In addition, all the branded items were included in the guidelines and described in detail.

Styleguide reborn logo design tubik

This case of restaurant identity design has shown how to combine the traditions of a particular culture with modern trends and specific business goals.  If you want to know more about the stages of the creative process for logos, welcome to read our free e-book  «Logo Design».   Don’t miss the updates here; new case studies on graphic, web and mobile design are coming soon!

More Branding Design Case Studies

Quisine. Branding Design for Food Delivery Service

Shpin’s Wine. Identity Design for Family-Run Winery

Logo Design: Collection of Creative Logos for a Variety of Brands

Dicey. Logo and Mascot Design for Party Game

MYWONY. Storytelling with Brand Intro Design

Inspora. Brand and UI Design for Virtual Stylist

AppShack. Logo Design for a Digital Agency

LunnScape. Identity Design for a Landscape Company

Binned. Brand Identity Design for Cleaning Service

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restaurant branding case study

  • Restaurant Branding
  • Restaurant Marketing

Restaurant Rebranding

Evolving brands to reclaim relevance, evolving and rebranding existing restaurant brands through profound positioning strategies and creative excellence..

One thing is inevitable: In time things get old. Marketing messages become less effective, and brand experiences become stagnant. When this happens, restaurant brands need to reassess their market, their position in it, and how they’re communicating that story. Rebranding the restaurant is necessary to invigorate an audience’s interest while reestablishing its position in the market. Our process and methodology helps unify outdated and ineffective brands with a stronger strategy primed for success.

Changing consumer perceptions and preconceived understandings of your brand demands an objective approach to repositioning. At Vigor, we rely on a tried- and- true process that helps us maintain the things people love while rebuilding the things people have either forgotten or dislike about your brand. The new life garnered from this process directly fuels design communications from redesigned brand identities and packaging through interiors, internal communications and more.

Explore Our Restaurant ReBranding Services

  • Repositioning Strategy
  • Identity Redesign

Internal Communications

Brand launch marketing.

  • Rebranding Process
  • Frequently Asked Questions

QSR Restaurant Rebranding Learn More

Great Bagel & Bakery

Fast Casual restaurant rebranding Learn More

Fast Casual Restaurant Rebranding Learn More

Repositioning

Why rebrand a restaurant, hotel, or beverage.

There are multiple reasons for rebranding your restaurant, beverage, or hotel brand. No matter which one of the below drivers serves as the reason for the rebranding, approaching it from a strategic foundation is critical to guiding how it manifests visually, aurally, and experientially. A sound strategy sets a path forward for all facets of the organization from operations through marketing. Here are a few of the main reasons that spark rebranding and respositioning efforts for restaurants.

Position for Growth in New Markets

Whether launching into franchising or entering new territory, properly positioning the restaurant is essential to a successful rebrand.

Decline in marketshare and/or relevance

Reinvigorating tired or stagnant brands by reassessing the market and strategically repositioning themselves within it.

Result of a merger, acquisition, or litigation

Maintaining the things people love about your brand, eliminating what is ineffective, and paving the way for new opportunities.

Identity & Experience Redesign

Bringing the rebrand strategy to visual life.

Humans are a visual species. That is why the visual identity and interior experience of an evolved brand is so crucial to effective communications.

For existing brands, equity in the visual language has been built and that equity is valuable. Along with positive equity, negative or useless aspects have also accumulated. They either detract from the power of the brand’s message and purpose, or clutter it. Once a sound rebranding strategy has been crafted and solidified, we use it as a lens to evaluate the current state brand elements (e.g. identity systems, interior design, etc) identifying the good, the bad, and the ugly. This sets a path forward for reaching the brand’s desired state and a smart evolution of its visual identity system.

From the core brand logo and color palette through typography, imagery, and various other components critical to visual communication, we design and evolve identities driven by sound strategy. From that basis we help craft new prototypical interior design experiences that immerse patrons in the new look and refined design and story.

Baking up a multi-unit pizza restaurant rebrand that's worth sharing

Johnny’s Pizza House / Rebranding

Evolving a fast casual seafood restaurant into an honest flippin' brand

SlapFish / Rebranding

Cheering "yeah!" Not just nodding yes.

Too often rebranding initiatives are built and launched without effectively onboarding the organization. Teams from top to bottom experience the new look the same way patrons outside the organization do. It’s a surprise and, more importantly, a critical misstep. Rebranding is a top-down initiative that requires adoption across all disciplines and roles within the organization. That means from the person who cleans the hoods to the person who leads the charge.

At Vigor, we collaborate with our clients to communicate to internal teams before, during and after a rebranding initiative has been conducted. We get buy-in along the way so every Patron inside the organization understands why it’s being endeavored, and why it should matter to them. This increases the chances of adoption and belief in the end result which directly positively affects the strength and believeability of the evolved position, personality, presentation and purpose of the brand.

Getting them to fall in love

With an adjusted strategy, visual identity, and internal buy-in the evolved brand is ready for primetime. But, as with everything, simply lobbing it out there is the worst idea.

Introductions to a new brand should be varying degrees of personal and explanatory. For loyal patrons, brands must be highly engaged and personal, explaining the details in depth. For those on the fringe, marketing tactics that pump up the newness fit the bill.

At Vigor, we help our clients’ teams develop and activate brand launch strategies and the creative needed to communicate the evolution successfully. 

Cultivating character for a 45 year old fast casual restaurant franchise

Erik’s DeliCafé / Rebranding

Restaurant reBranding Process

How we help restaurant brands evolve.

The process of rebranding a restaurant starts prior to our restaurant branding workflow. Discovery time is allotted to add in proper assessment of historic data and information. Through this extended discovery process, we’re able to effectively identify areas of strengths and weaknesses in the brand to set up a successful rebranding.

reBranding Strategy

  • Market Research
  • Category Insight
  • Trend Mapping
  • Consumer/Guest Profiling
  • Positioning
  • Naming & Brand Architecture
  • Perception Mapping
  • Concept Development
  • Culinary/Beverage Program

Brand Identity reDesign

  • Logo Suite Design
  • Brand Identity Development
  • Menu Systems Design
  • Collateral Design
  • Uniforming & Merchandising
  • Packaging Suite Design
  • Food & Beverage Packaging
  • Brand Guidelines & Standards

Prototype Design

  • Customer Journey Mapping
  • Concept Design
  • Schematic Design
  • Design Development
  • Space Planning
  • Wayfinding & Signage
  • Environmental Graphics

Frequently Asked questions

Common questions about restaurant rebranding.

Through the multiple restaurant rebranding efforts that we’ve led, common questions arise. We’ve taken the liberty of answering them here to help you get a feel for what it’s like to work with Vigor.

In short: no. Although there are parallels between a branding and rebranding effort, they are not the same. Rebranding involves a deep dive into the current state of the restaurant brand. This includes surveying the history, geography, operations, and leadership of your business. Before any design work is started, a full mapwork of the restaurant brand’s current state, desired state, and the gap between the two is conducted. From there, the strategy for ushering the brand forward starts to come together collaboratively affecting every facet of the brand. Only then can any design work begin. As a result, rebranding is a much more involved process than a standard branding endeavor.

Not necessarily. What actually changes in a rebranding effort is highly dependent on the current state of your company, the desired state you hope to achieve, and the gap that separates the two. With those aspects successfully identified and set, an approach to visual communications can begin. In the most drastic of situations, a fully redesigned look would emerge. For instance, if something negative and detrimental was forever associated with the brand, a complete redesign would be necessary.

In most cases, a brand evolution is what is most responsible and effective. Evolving a brand is a delicate task that involves deep consideration for aspects where brand equity has been built. Ensuring that the evolved look leverages the strengths of the brand, while shedding the weaknesses, and creating better communications surrounding the desired state is the core of a successful restaurant rebranding effort.

The first step is defining how you envision success. Is it a changing of sentiment for the brand in your suite of stakeholder groups? Maybe it’s a more effective communication of your personality and/or offerings. Defining key performance indicators for success is critical to measurement. With success clearly defined, one can set up measurement mechanisms to ensure that the effort is effectively measured. 

Digging deeper, success can be ensured by following a methodological process that’s formulaic enough to guide the team, but fluid enough to allow for the nuances of the restaurant brand to be considered. A proven rebranding process will ensure that the right components of the brand are established and a path forward is clear.

Privacy Overview

Map & Fire

McDonald’s Branding Strategy and Marketing Case Study

Analysis and examples of mcdonald’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

Back To The Branding Strategies Homepage

McDonald's brand logo

Brand Overview

  • Food Service

Business Type

Physical Products

https://www.mcdonalds.com

Target Customer

Classic Fast Food Consumers

Primary Need ( Job To Be Done )

Eat the same fast comfort food I’ve had my whole life

Brand Visual Identity & Content

Primary brand colors, brand typefaces, hero content.

McDonald's hero image

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Everyperson

Everyperson Brand Archetype

Brand Positioning Strategy ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Affiliation / Belonging

Element of Value Affiliation / Belonging

Sensory Appeal

Element of Value Sensory Appeal

Reduces Cost

Element of Value Reduces Cost

Brand Benefits

Get nearly the exact same meal from any location around the world

Eat and share the same meals that I’ve had my entire life

Save money on a quick meal that fills me up

Competition

Key competitors.

Burger King , Wendy’s, Jack In The Box, Carl’s Jr., Chipotle , Arby’s, KFC, In-N-Out, Five Guys, The Habit, Taco Bell , Subway

Get Help Growing Your Brand

restaurant branding case study

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restaurant branding case study

restaurant branding case study

Restaurant Branding: Everything You Need to Know (Complete Guide)

Restaurant branding

Are you looking for a restaurant branding guide for your new food shop?

The restaurant industry is booming every day. Every restaurant startup is looking for thousand ways to attract and appeal to its customers. Moreover, you must give them reasons to keep coming back when they dine in.

And there’s only one solution! A top-notch restaurant branding with your brand identity. A successful food place is all about an unforgettable experience. For that, you need a branding strategy for restaurants. 

Everything is important to create a brand persona, from choosing a place to deciding on a menu, the food taste, staff, and decoration. However, these deciding factors are worthless if you don’t stand out in the digital world and reach out to the bigger audiences.

Today digital marketing is empowering, and you can’t ignore this realm. Your social media marketing will create word-of-mouth marketing and boost your sales more than ever. 

This guide will help you create a restaurant brand identity and discuss other relevant factors you need to focus on. We’ll also cover a case study that shows an ideal restaurant branding example. Let’s begin.

What is restaurant branding?

No matter what size your business has, branding is extremely important, especially for restaurants. With the best restaurant branding, it gets easier for you to communicate with your guests, convey your motto, and outrank your competitors.

As a brand, you should always be careful about your business and target customers—the three most important queries to cover. 

  • Who you are?
  • What are you doing?
  • Why do you want to accomplish?
  • How will you accomplish it?

For your restaurant barding, you should always keep in mind when they search you online or post something about you on social platforms; it’s the brand that gets reflected everywhere. 

So while setting your restaurant’s brand foundation, you have diverse sectors to cover. Moreover, creating a brand strategy and implementing it is not such a simple task. It’s more than good food and a great location that resonates with your customers. Let’s find out.

Social Media Marketing for Restaurants (Effective Tips & Examples)

11 significant elements for restaurant branding

Think about the restaurant that you had created a true relationship with. But how did this happen? What is the reason that you kept going to that restaurant?

For example, Pizza Hut is one of the world’s most renowned and promising restaurant chains. Along with time, they are getting more popular and going super strong. Needless to thank, the power of their branding.

So branding lets your customers know what they should expect from your restaurant. And a successful restaurant branding that differentiates you from your competitors. So whatever you offer and communicate with your customer should keep your brand in mind.

Mission & values

A mission statement indicates your goals and values. If you don’t have them already, start by writing your business mission and values that you want to provide for your users.

Your business mission statement constantly works on your business goal, and it answers all the how and why of your business. Moreover, core values state the motive behind your brand so that the team can work together to achieve a successful branding.

For example, Taco Bell is a California-based fast-food chain restaurant providing the best quality fast food. Its mission is- “ We take pride in making the best Mexican style fast food providing fast, friendly, & accurate service.”

Nacho Fries are coming back soon. Ready for the spicy plot twist? pic.twitter.com/ES7tucmYTZ — Taco Bell (@tacobell) January 18, 2022

Vision- To grow into the largest fast-food provider of Mexican-style cuisine in emerging markets.

Values- 

  • Quality first
  • Customer-loyalty

Your mission and goals don’t have to be a long paragraph. However, everything you offer and provide should resonate with your restaurant culture and perspective.

Target customer

No matter what food you provide and how effective is your restaurant branding, you should always appeal to reach out to a bigger audience. Think about the multiple pieces that make your brand, including customer service, location, design, and decorations. 

Despite these factors playing a crucial role, you need a target market. Without your reliable target market, it’s impossible to generate business. Let’s face this no one opens a restaurant assuming customers might come!

Without a customer base, you might attract occasional guests. However, you can’t depend on the once-in-a-while customers to run a restaurant business.

Theme 

While we all go for breakfast or dinner, are all the restaurants look the same? Obviously not. Each of the restaurants has a different concept based on its target customers. Moreover, restaurants may vary in food types and price range.

Your restaurant theme also includes their service style. For example, full-service sit-down restaurant, buffet, cafe, bistro, food truck, or a pop-up bar. Depending on the service, you should pick a theme, and the theme should always reflect your brand.

Good morning to everyone especially our ✨new✨ Chicken Chimichurri bowl. pic.twitter.com/m0ZCjmQXWA — sweetgreen (@sweetgreen) March 31, 2022

For example, Sweetgarden is a salad chain mainly focusing on lunch. Their business concept is to encourage people to eat healthy food and to spread awareness. So their theme, color, and design clearly show a simple and organic vibe complementing their brand.

Do you know how the name “Starbucks” was chosen? Well, an advertising specialist advised the founder to pick a name with “st”. It would be more powerful and famous. So initially, the idea was to “Starbo,” but they finalized “Starbucks”. 

The intention behind this name was to connect with maritime in their marketing strategy. Lastly, the name “Starbucks” ended up with a siren (female mermaid) to lure coffee lovers worldwide. So, picking the right name is one of the most important key parts of your restaurant branding.

A restaurant name should be unique, meaningful, relevant, and memorable. Just like Starbucks, the name should connect with the guests. Moreover, they should know what type of food to expect when they walk in the door.

A business logo is the core of your business, and the rest of the design elements will come from it. So it is the most essential and impactful visual element your guests will remember over time.

A logo is an important part of a successful restaurant brand identity. It might incorporate a symbol, name, image, or an exclusive font, but it must compliment your brand with a similar color palette.

Famous pizza restaurant chain Domino’s has a creative logo history. The owner put three dots on the logo to represent the first three Domino’s stores.

A prominent brand identity is what every brand deserves. A slogan is typically used with the brand name, so it is a shadow of your brand. Aren’t we familiar with “I ’m Lovin’ It ” or “ Finger Lickin’ Good ”? Well, Mcdonald’s and KFC’s slogan has become a part of the culture.

In short, a tagline or slogan is a catchy statement that defines your restaurant branding along with the goals and mission. Most of the time, slogans are used to promote the brand, and it helps to create a brand strategy.

Your restaurant ambiance is one of the most important deciding factors in improving your business. Your guests will always remember and talk about how they felt in your environment. Moreover, they will eventually give honest feedback if the restaurant doesn’t work for them.

You should focus on the smallest details that connect to your brand and ensure a comfortable customer experience for the guests. Because when the customers go to a restaurant for a meal, they expect a full experience along with good food.

Moreover, they want to be welcomed and feel special. So the right ambiance contributes to creating a great feeling. Some of the key elements to consider while restaurant branding:

  • Interior decoration
  • Servingware 
  • Server clothing
  • Server composure
  • Other tabletop details

Your loyal customer and prospective guests are likely checking out online. They are probably Googling and want to explore your website to check the menu, hours, reviews, ambiance, and social media wall.

So it’s important you stand out with your website. So investing in a website, keeping it professional, and integrating the necessary tools to create a top-notch branding strategy for restaurants is worth it.

Social media

Before we go anywhere, the first thing we do is to check the reviews and details on social media. People mostly research your restaurant on Google , Facebook , Instagram , and Airbnb . So the drill is you always be updated on social platforms.

Sometimes social media is your brand advocate and engage with your customers to run a conversation. Here your brand can be open to the world and establish a brand aura with consistent social media activities.

Moreover, social media is an excellent place for cross-channel promotion. Your social media reviews and feeds are a powerful source to showcase your strength and gain more customers.

For your restaurant branding, you must need good food. It’s a simple no-brainer. Food type, ingredients, taste, everything matters in terms of a brand voice.

For example, if you run a Chinese restaurant with a happy customer base, you must stick to your mission and offer food that represents your brand properly. From the minor details to the ingredients, check that all your decisions merge with your brand.

If you call yourself the best Chinese restaurant in town, take some extra time and effort to bring the best spices to make authentic food to serve your guests!

Restaurant branding has so many dynamics. However, the best practice is once you decide on the major components, you need to stick to them. Moreover, you need to make sure everything you do has to make sense to create a restaurant brand.

For example, you can’t play classical music in a Mexican restaurant, or you can’t serve wine in a coffee mug. However, some fusions intentionally create your style, appeal to your customers, and form a brand position.

So for a brand positioning in your customer’s minds, you need a unique and effective strategy to outrank your competitors and connect with your customers.

Restaurant branding is a huge task for the team. It is a combination of design, decor, location, service, social media, and good food. 

Gallimaufry

Bristol-based famous restaurant-bar Gallimaufry has a top-notch branding strategy. ‘Gallimaufry’ word comes from French. It means ‘a mix or medley’. This brand’s ethos is ‘to make the best of what’s at hand’.

Time for refreshment pic.twitter.com/IGlhgb6rGO — The Gallimaufry (@TheGalliBristol) May 10, 2022

It is a live bar along with homemade food. Gallimaufry has a live music bar with an artistic space with a traditional vibe. Local food and a seasonal menu entice the guests with Bristol’s finest artists.

Polpo is a conceptual Italian restaurant. It means Octopus in Italian. And this restaurant has special Venetian cuisine inspired by the traditional bàcaris of Venice. It provides seafood, mainly focusing on Venetian fare.

Polpo restaurant branding

Polpo chefs are experts in seasonal specials designed to cook in a traditional method. The decoration pieces and artistic images speak a lot about the historical vibes taken even before the photography era. Moreover, a combination of historical and modernism has taken the outlook to another level.

Restaurant branding: All-in-one solution

You need support to create a unique and memorable brand identity for your restaurant. Traditional marketing and advertising won’t sustain for the long run. To stay in the game, you need to work on your customer loyalty and retention.

But how do you go for that extra mile? We suggest you get WP Social Ninja , the all-in-one social media plugin . This powerful social tool will provide you with all the necessary features and functionalities that you were looking for.

If you think about a successful restaurant branding strategy, social media is the most important part of improving the conversion rate and boosting sales. And to start utilizing your social presence, you can display the social proof on your restaurant website, create a custom social media wall, and exhibit the best reviews and testimonials.

That’s not all! If your business doesn’t have sufficient social media reviews on the social platforms, you can collect your custom reviews and display them on your website. Moreover, you can use the notification pop-up and display the best social reviews for a powerful restaurant branding.

Secret ingredient: Great restaurant branding

One of the inevitable prerequisites of restaurant branding is you need to update the strategies to evolve with the time. Branding is not a temporary task, it will change its dynamics along with the customer base.

While changing your branding strategy, you have to focus on how it’ affects your consumers and the relationship between both parties.

However, one important thing to keep in mind is that none of the branding strategies wouldn’t work if you don’t provide authentic food and uninterrupted service.

restaurant branding case study

Being a social media enthusiast, I am passionate about real-life stories that connect with my readers. I mostly deal with social media marketing, user reviews, feeds & communication processes. And when I'm not writing, you’ll find me binge-watching on Netflix.

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restaurant branding case study

restaurant branding case study

Case Study on Hymus Restobar by a Restaurant Branding Agency

A project that let our team explore a thrilling industry – that of F&B – was Hymus Restobar. Located at Oshiwara – Andheri, Hymus Restobar is one of the most sought-after places for amazing drinks, music, and lots of other entertainment. Hymus Restobar was another foray into the F&B industry for our restaurant branding agency, Cheers Creative Agency LLP and the project has been equally fun as the kind of challenges it presented the team.

restaurant social media marketing agency

As part of our services, we gave a major overhaul to Hymus Restobar with a complete rebranding solution. A game-changer – our efforts gave our client a new look and a new feel. This included designing the menu, opening ceremony invites, table tents, and more. The rebranding defined a grand yet happening theme for the Restobar with a loud shout-out to all the young people to gather and simply unwind with unlimited beverages, hookahs, and more.

restaurant creative agency

The promotional aspect of our work with Hymus Restobar was taken headlong. Our social media promotions included quirky artwork and creative content to attract a young audience. Strong promotional strategies were put into place by our restaurant branding agency to create a buzz around every event of the Restobar. This included both offline promotions – in the form of standees, brochures, tent cards, Danglers, and more – plus strong online promotions with the sole intent of reaching our audience and keeping them well connected with the everyday events and offers that were provided.

restaurant marketing companies

RDA | Branding is Everything; Everything is Branding

FOOD & BEVERAGE

The revival of a legendary New York Restaurant

Identity & Branding • Interior Design • Social Media Strategy • Photography • Brand Videos

In the ‘90s, one italian trattoria stood above all others and helped define new york-italian cuisine. that place was coco pazzo. loved by critics and celebrities alike, the restaurant’s success helped make chef pino luongo one of new york’s first celebrity chefs. with the name laying dormant for the past few years, pino felt now was the time to make a splashy comeback. looking to turn vision into reality, pino came to rda for help..

Coco Pazzo restaurant NYC

A great space for a great meal

Originally located on the Upper East Side, the new Coco Pazzo is housed in a historic building on the corner of Prince and Thompson in SoHo. With the new space, we wanted to give a nod to the original Coco Pazzo while also infusing it with a fun and irreverent spirit that feels warm and welcoming.

(Re)mixing old classics

Coco Pazzo serves up rustic Tuscan dishes with modern twists. How do you communicate that visually? We took Coco Pazzo's penchant for reinventing things, added a good dash of the brand's vibrant, humorous personality and out came a series of irreverent collages that gave a visual voice to the brand.

Coco Pazzo NYC

Bright and Bold Collateral

We modernized Coco Pazzo's brand identity and honed in on a unique tone of voice that made the restaurant appealing to loyal followers and new millennial fans alike.

Coco Pazzo NYC

Delicious website experience

Featuring big, beautiful photography, we created a responsive site experience that allows Coco Pazzo patrons look up menus, make a reservation and schedule their events on the go.

Coco Pazzo NYC

Coco Pazzo goes social

As the old saying goes, "You eat with your eyes." For Instagram we developed a strategy that showcases the world of Coco Pazzo through mouthwatering photos and videos, irreverent animated gifs and humorous posts that show the day-to-day life at the restaurant.

restaurant branding case study

Coco Pazzo NYC

Brand Strategy & Branding

Interior design, social media strategy, brand videos, brand photography, next project.

  • Harvard Business School →
  • Faculty & Research →
  • April 2022 (Revised August 2022)
  • HBS Case Collection

Restaurant Brands International: Version 2.0

  • Format: Print
  • | Language: English
  • | Pages: 30

About The Author

restaurant branding case study

Boris Groysberg

Related work.

  • Faculty Research
  • Restaurant Brands International: Version 2.0  By: Boris Groysberg and Sarah L. Abbott

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How to Formulate a Successful Restaurant Brand Strategy

Today, restaurants compete in a highly oversaturated industry; it is estimated that approximately  60% of restaurants fail during the first year  and 80% during their first five years.

With so many restaurants vying for a slice of the market, you need your restaurant to stand out to “secure the bag.” 

Creating a solid brand identity is a surefire way to help your customers quickly identify your products.

Table of Contents

What is a restaurant brand strategy?

Simply put, it is the process of easily associating your restaurant with the client’s experience. 

The restaurant brand strategy should forge a unique experience and invoke positive emotions in the client. The aim of a successful brand strategy should be to build brand loyalty .

For example, what comes to mind when you think of Starbucks? Excellent coffee, exceptional customer service, and details like the employees’ green aprons. 

Today, we will take a deep dive into how you can build a specific brand that your consumers will love.

13 steps to develop a successful restaurant brand strategy

  • Create a clear mission statement
  • Define your demographic/target audience
  • Study your competition
  • Work on the visual elements
  • Build a menu that fits your brand
  • Create promotions that fit your branding
  • Put a face and voice to the brand
  • Keep your branding homogeneous 
  • Take a progressive role in the community
  • Take representative food photos
  • Develop a customer service strategy
  • Tactfully respond to negative feedback
  • Continuously re-evaluate 

1 – Create a clear mission statement

The first step in building a restaurant brand strategy is defining a solid mission statement and a set of core values. 

When crafting your vision statement, you should ask yourself:

  • Who are we?  – Give your restaurant a name; it should be straightforward to remember.
  • What are we doing?  – Decide whether you will provide delivery, dine-in, takeaway, or curbside pickup.
  • Why are we doing it?  – Sure, all businesses exist to make a profit, but what else? What is your motivation for opening this restaurant? It may be that you visited Italy one summer, fell in love with their recipes, and decided to bring them to your local community.
  • What do we hope to accomplish?  – Identify whether your goals address the needs of the community.

Your mission statement will be your guide in the initial stages of building your restaurant brand and as your business starts to experience growth. 

Try as hard as possible to follow your mission statement as that helps build trust for your clients and strengthens your brand identity. 

Your core values dictate your central beliefs and set goals that everyone can work towards.

2 – Define your demographic/target audience

The next step in building your brand is to define your target audience; whom do you want to appeal to more? This step may be highly dependent on your restaurant’s location.

For example, your restaurant may be located next to a high-traffic area like a subway station; your target audience would be individuals in a hurry who do not have time to wait for you to cook meals.

You also have to decide how you are going to reach these clients. 

Are you going to provide your service strictly to walk-in clients, or will you also allow them to place orders online? Which of the many  online ordering systems  are you most likely to use if you offer services online?

3 – Study your competitiors

Restaurant Mobile Applications

After you have identified your niche market, look at other restaurants that offer the same services as you are. 

Pinpoint strategies that they are executing effectively so that you can adopt them in your restaurant brand strategy.

Alternatively, identify tactics that aren’t working that well and come up with ways in which you can improve them. 

Before adopting one of your competitor’s strategies, ensure you take a look at your mission statement. Not every one of their strategies may be in line with your goals.

4 – Work on the visual elements

One of the most critical aspects of your brand strategy is defining your restaurant’s look. 

The look of your restaurant has to do with everything from your brand’s colour scheme to the decor of your physical location. 

Let’s dissect each of these elements and see how they affect your brand.

Choose the right colours

When selecting the colour scheme for your brand, it is essential to know how colours affect the human psyche . 

Colours are not just visual aids; they play a part in conveying emotions and feelings. Consider the below explanations:

Red  – is viewed as a powerful colour and is used to portray passion and energy.

Green  – is often used in health and nature branding. 

Blue  – it may instil trust, responsibility, and security.

Yellow  – represents optimism and vibrancy and can also be used to motivate.

Orange  – is a cheerful colour and is mainly used to get the attention of children.

Pink  – Dark pinks symbolise energy, and light pinks represent romance.

Brown  – symbolises earthy and old-fashioned.

White  – Represents cleanliness and purity.

Logo design

Restaurant Logos Branding

After you have selected your colours, you need to have a unique logo design that is easily recognisable at a glance. 

Pay particular attention to the logo’s typeface; you do not want the characters of the logo’s text to be challenging to identify.

Simplicity goes a long way; think about Nike’s logo; even without text, the logo is easily recognisable.

Create a tagline/slogan

Again, please keep it simple; don’t overthink it. 

Let’s use KFC in this example; the slogan “Finger Licking Good” is so simple yet conveys the intention of the product perfectly. 

As a general rule, try to keep it under five words; your clients need to remember your slogan .

Work on the ambience of the physical location

The physical setting of your restaurant is what gives it its vibe. All of the individual pieces should contribute to the overall feng shui of the location. 

It would help if you gave close attention to:

  • Fixtures, furniture, and layout 
  • Employee dress and attire
  • Print material and signage

You may want to consider hiring an interior designer to help you with this aspect as this is quite a lot of work and requires professional assistance.

5 – Build a menu that fits your brand

Restaurant Menu Design Belfast

Your menu should be curtailed so that it aligns with your brand. 

If the brand image you have established is a high-end restaurant brand strategy, you might not want to have cheeseburgers on the menu.

Alternatively, if your restaurant is a fast-food chain, you might not have lobster on the menu. Your menu should also be priced according to your brand. 

If your prices are too low, you might attract the wrong clientele, and you will lose sales if your prices are too high. 

Use as many flavours invoking descriptive words as possible. Menu items that have longer descriptions are proven to sell more than those with shorter descriptions. 

Instead of saying “Tuna Fillet in Tomato Sauce,” try saying “Tender Peruvian Tuna Fillet served with a home-style Pomodoro tomato sauce.”

6 – Create promotions that fit your brand

An excellent way to help your restaurant stand out is by creating a unique promotion that your clients can connect to your brand. 

You can try making happy hour specials or exclusive deals for every day of the week.

If your restaurant is family-oriented, meal bundles will work best, whereas happy hours might suit you more if your restaurant is a local watering hole. 

Loyalty programs also act as a great promotion strategy. An efficient loyalty program lets your returning clients accumulate points and rewards them with discounts or gifts after collecting a certain amount of points.

7 – Put a face and voice to the brand 

Best Examples Of Influencer Marketing Strategies

Over the past few years, social media has taken over the world; everyone is on at least one of the most popular platforms like Facebook or Twitter. 

Leverage social media platforms to promote your restaurant, and consider using a well-known face to endorse your business.

You can make use of social media influencers as your brand ambassadors. Consider having them eating at your restaurant and then sharing a story about it.

8 – Keep your branding homogeneous 

Having branding that is uniform across all platforms is a fundamental aspect of your restaurant brand strategy. 

Your website should match the look and feel of your physical location, and the imprints on all your social media accounts should be consistent .

It would be best if you considered performing an audit on all printed material like flyers, posters, and menus to ensure that the logos are identical.

9 – Take a progressive role in the community

One of the most creative ways to successfully add value to your brand identity is by getting involved in some philanthropy. 

People love it when a business they support gives back to the community; it gives them the sense that the company cares about the world they live in. 

Philanthropic activities can be but are not limited to:

  • Sporting events
  • Charitable events like food drives
  • Disaster relief efforts
  • Outreach programs

10 – Take representative food photos

Professional Food Photo Restaurant Brand Strategy

When it comes to the images you use to represent your food on social media platforms, you should not be cutting corners. 

The photos should ideally be taken by a professional photographer or using a high-end mobile device. 

You must bear in mind that the images need to leave your clients yearning for that particular dish. 

The colour palette of the photos should also be representative of your restaurant brand identity. 

It will make your restaurant more recognisable and give your Instagram profile a very satisfying, uniform look.

11 – Develop a customer service strategy

Excellent customer service is a pivotal aspect of the success of every business. 

Developing an effective customer service strategy entails documenting every possible scenario that may arise with customers and putting measures in place to deal with those scenarios. 

For example, your documentation may include steps that staff should take if a customer finds a hair in their food or what to do if the meal is not up to the standard of the client.

An effective customer service strategy also includes the language and tone the employee should use when high-stress situations arise.

Always remember that a satisfied customer is converted into your brand ambassador . Clients who leave your establishment happy will surely spread the word to their friends and family. 

Word of mouth marketing is just as important as the other forms of marketing you will be using in your restaurant.

12 – Tactfully respond to negative feedback

No matter how impeccable your customer service is, someone, somewhere down the line, will have an issue with it. 

A bad review on platforms like Yelp or Google can cause serious harm to your brand image .

How you respond to these bad reviews will tell clients everything they need to know about your brand. Start by apologising for the mishap, then assure that you will look into the matter.

Ask for more details in private, and then you can reward the customer with a discount on their next meal for taking time out to send feedback. 

You should also assign only one individual to respond to reviews; other staff will respond differently. Whomever you choose should respond using the brand’s voice.

13 – Continuously re-evaluate

As your brand begins to evolve and experience growth, you should take some time to reexamine your mission statement.

Market trends change as time goes by, so it is essential to ask yourself, “Are your customer service practices in line with your mission? What can be done to improve the guest experience?”.

Whatever you decide, remember to use your mission statement as a guiding light.  

Conclusion 

In closing, creating an effective restaurant brand strategy should be of paramount importance to you. 

If it is executed properly, it will set your restaurant apart from the millions in operation today.

Start by creating a clear mission statement, then gradually make your way up the steps provided in this article, and you, too, will have an easily recognisable brand presence .

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Case Study: RA Sushi Positioning a local brand for national growth

Case study: ra sushi branding.

RA Sushi wanted to grow. A lot. phD worked with RA to help reach new customers and expand from three locations to 27 nationwide and counting — all while nurturing what made the concept special to begin with.

Industry Hospitality: Restaurants Client RA Sushi Bar Restaurant Engagement Advertising, Brand Identity, Brand Standards, Brand Extension, Broadcast Advertising, Business Paper System, Collateral Design, Copy Writing, HR Support Materials, Illustration, Menu System Design, Naming, Packaging, Signage, Wearables, Web & Interactive Design

We have provided branding and design services for RA Sushi for well over a decade. Our relationship dates back to 2001 and has afforded us the opportunity to design almost every consumer touch point from advertising to packaging, retail goods to affinity programs and menu systems to matchbooks.

phD evolved the brand personality of a local chain of three high-energy, fun sushi restaurants to a sophisticated, nationwide hit with a fresh attitude and signature appearance and voice. 

Branding work — Brand Standards

Paul and his team were an integral part of the RA Sushi Marketing Department. phD was our graphic design firm for over 10 years developing several campaigns, menu and packaging designs, and promotional materials that were always on point for the RA brand. Not only did phD deliver design work that perfectly conveyed our vision, they became a strategic partner that we leaned on to help us develop and evolve RA’s branding over the years. Paul and his team are patient and easy to communicate with. We appreciated their flexibility and responsiveness and working with phD was a great experience. —

Amy Sun-Kerwin, Former Director of Marketing  |  RA Sushi

Restaurant branding — Packaging design

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Case Studies , Design & Branding

Case Study: How to Design a Restaurant Website

November 6, 2017

restaurant branding case study

Restaurant websites must have a few fundamental elements in place to be effective for marketing.  Here are some tips on what to do, and what to avoid.

If there’s any industry that seems to struggle with the fundamentals of website design and user experience, it’s restaurants.  In fact, many websites are uncannily bad.

From celebrity chefs that think their picture and history should dominate the content to local joints with no menu, phone number, or location, these websites are the culinary equal of Dog Chow .

This is odd because what users want from a restaurant website couldn’t be more straightforward.  A restaurant website should consist of the following content:

  • Identification of the type of food served with a quick link to menus.
  • Fast-loading menu page with full item names, descriptions, and pricing.
  • Click to call phone number in the header, sidebar, and footer (best if the phone number is always visible).
  • Hours of operation and address in the header, footer, and contact page with link to Google Map listing on both homepage and contact page.
  • Contact form or link for making an online reservation.
  • Contact form or link for online ordering/delivery (if applicable).
  • Images of the actual restaurant and dishes (not stock photos).
  • Banner and/or page with happy hour, discounts, and menu specials.
  • Page that lists entertainment and events (if applicable).

Perhaps the single biggest thing is to have the location, phone number, and hours of operation immediately visible without any scrolling (remarkably few restaurant websites get this right).

A restaurant website is useless unless it gets diners through the door or generates delivery orders.  The web content itself is a means to an end, which is why it’s so problematic when the content is actually making it difficult for diners to find what they want.

Slate did an article on bad restaurant websites a few years ago, and the author came up with an interesting conclusion as to why design is so bad in this industry:

Restaurant sites are the product of restaurant culture. These nightmarish websites were spawned by restaurateurs who mistakenly believe they can control the online world the same way they lord over a restaurant. In restaurants, the expertise is in the kitchen and in hospitality in general.  People in restaurants have a sense that they want to create an entertainment experience online—that’s why disco music starts, that’s why Flash slideshows open. They think they can still play the host even here online.

Considering how off-track many restaurant websites are, this is a plausible explanation.  The article also notes that budget is often a problem – but not a lack of it.

Instead, it’s often the case that a restaurant will invest thousands on a website design, causing the project to veer from the utilitarian, user-friendly design that works best, towards vanity projects that take on a life of their own.

Many of these problems double-down on mobile, which is inexcusable for restaurants.  The user experience on mobile, where potential diners are actively looking for a place to eat, is critical.

Below are some case study examples of restaurant websites designed on the UXI® platform with many strong elements.  Use the best of these sites as a guide to designing a website for your restaurant that converts visitors into diners.

Nikko Japanese Restaurant

https://www.nikkosushibar.net/

restaurant branding case study

  • Phone number well placed
  • Easy links to menu
  • Easy link to location
  • Daily specials link
  • Authentic images from restaurant
  • Menu is a clear copy of print menu embedded into the webpage; prices included

http://www.alventorestaurant.com/

restaurant branding case study

  • Easy, intuitive navigation boxes
  • Address prominent on homepage (but they need to add their phone number)
  • Hours of operation, specials, and menus easy to access
  • Menu is clean and clear with prices

Dakota Farms

http://www.dakotafarmsrestaurant.com/

restaurant branding case study

  • Excellent display of contact info for restaurant with multiple locations
  • Customer reviews on homepage
  • Menu has excellent descriptions but lacks prices
  • Good use of images except large stock photo of wheat field on homepage – an image of food or dining area would be more useful

Here are more examples of restaurant website designs .

When you design a website for your restaurant, remember that it’s essentially a portal.  Most people don’t want to spend more than 5 to 10 seconds on it, maybe 30 if they’re checking the menu.

People are hungry and ready to eat.  Use your website to get them to your restaurant as fast as possible.  Once they’re seated, that’s when you start working to impress them.

Find top rated restaurants near me .

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.

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restaurant branding case study

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restaurant branding case study

Branding agency, Percept, was engaged to develop brand naming and a visual identity system befitting of the vision of this new restaurant in Sydney. The branding Percept delivered evokes the connection of nature, food and the world around us, giving this modern Australian restaurant holistic branding that flows throughout.

Branding in the form of brand naming and a visual identity system for a new restaurant in Sydney by branding agency, Percept – Image B.

The Challenge

Branding agency, Percept , was approached to create a holistic brand for a new restaurant located in Sydney’s Surry Hills. The new venture is a modern Australian dining experience that emulates life and culture for the inner city scene.

With much experience in restaurant branding , Percept was selected to bring the exciting vision of this hospitality venue to life. Being a new and up coming restaurant in a competitive market, they needed expressive and somewhat disruptive branding to help them cut-through. Branding that represents the restaurant’s approach, which explores the majestic and often-times curious connection of life on earth.

The Solution

Fauna ; a Percept brand naming solution, leans into the curiosity in our nature by the connection to food, each other and the world around us. Branding agency, Percept, went on to capture this through a dynamic yet beautiful visual identity that gives the illusion of movement.

The visual identity is then paired with an illustration suite of interesting collages to provide the restaurant with a branding system that is truly unique to Fauna. The illustrations feature bespoke creatures and plant life that evoke curiosity and the connection of all living things.

The branding perfectly reflects Fauna’s values, which are embodied further in the ‘LIFE’ acronym; love, inspire, flavour and evolution, as life itself was the key to this branding project.

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restaurant branding case study

Book cover

Making Green Cities pp 401–422 Cite as

Urban Greening as a Response to Societal Challenges. Toward Biophilic Megacities (Case Studies of Saint Petersburg and Moscow, Russia)

  • Diana Dushkova 8 ,
  • Maria Ignatieva 9 &
  • Irina Melnichuk 10  
  • First Online: 17 March 2023

607 Accesses

Part of the Cities and Nature book series (CITIES)

The population density in megacities is continuously increasing, resulting in a reduction of green spaces and a deterioration in the urban environment quality. Urban green is often being replaced by parking places, shopping centers, and service enterprises. This chapter examines the efforts of two megacities in Russia—Moscow and Saint Petersburg—to organize sustainable greening solutions for their residential areas using new achievements in landscape design theory and practice, such as the concept of the biophilic city. The chapter analyzes the history of greening strategies and discusses the concept of urban green infrastructure and its implementation in both Russian megacities. The chapter presents an assessment of the current state of urban green spaces and the most recent master plans and how these cities are facing and responding to modern societal challenges. The results of an analytical review of the most successful urban greening projects in Moscow and Saint Petersburg are presented as well. The economic and climatic features of the urban green areas and their architectural and planning features are considered, along with strategies for further development of the urban green spaces in both cities, aiming to address the new principles of biophilic cities.

  • Urban green spaces
  • Greening strategies
  • Biophilic cities
  • Societal challenges
  • Saint Petersburg

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Acknowledgements

This work was supported by the Russian Foundation for Basic Research (RFBR) project “Mathematical-cartographic assessment of medico-ecological situation in cities of European Russia for their integrated ecological characteristics” (2018–2020) under Grant number No 18-05-406 00236/18 and by the Horizon 2020 Framework Program of the European Union project “Connecting Nature” under Grant Agreement No 730222.

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Dushkova, D., Ignatieva, M., Melnichuk, I. (2023). Urban Greening as a Response to Societal Challenges. Toward Biophilic Megacities (Case Studies of Saint Petersburg and Moscow, Russia). In: Breuste, J., Artmann, M., Ioja, C., Qureshi, S. (eds) Making Green Cities. Cities and Nature. Springer, Cham. https://doi.org/10.1007/978-3-030-73089-5_25

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OKO

  • Client Capital Group
  • Expertise Hospitality , Interiors , Mixed Use , Residential , Structural Engineering
  • Region Europe
  • Location Moscow, Russian Federation
  • Completion Year 2015
  • Design Finish Year 2012
  • Size Site Area: 2.50 hectares Building Height: 354.30 meters Number of Stories: 85 Building Gross Area: 447,085 square meters
  • Rentable Area 92,435.00 sq m
  • Collaborators Rowan Williams Davies & Irwin Inc. (RWDI) Fisher Marantz Stone Sako & Associates Inc. (Sako) Swa Group Fortune Consultants Ltd Shen Milsom & Wilke LLC - Chicago Promstroyproyekt Design Institute Bilgi 2000 Engineering & Construction Ltd. (Bilgi) Rich And Associates (R&A) Lerch Bates - Facade Access Consulting

This project is part of the thriving Moscow City, a mixed-use district centrally located within the sprawling Russian metropolis and loosely based on London’s Canary Wharf and Paris’s La Défense. The complex will consist of an 85-story skyscraper and a 49-story office tower connected at the base by a transparent crystalline structure. The massive development includes luxury residences, premium office space, a four-star hotel, parking, and extensive green space.

The elegant towers gradually taper away from each other as they stretch upward, with glass curtain walls that possess varying degrees of translucency, clarity, and reflectivity. A new private road bisects the site, creating a pedestrian promenade with access to both towers. Landscaped paths and plazas knit together the buildings, shops, and restaurants.

A continuous strip of parkland and plazas along the project’s southern edge provides a much-needed amenity for the increasingly high-density zone. The greenway — the only one in Moscow City — offers generous drop-off areas for the residential tower and hotel, as well as pocket groves of indigenous trees and open lawns for public use.

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