Al Mayar Investments, a holding company with various Food and Beverage concepts, including fine dining restaurants, casual cafes, and cloud kitchens, contacted me to create a new franchise steakhouse dining brand. They wanted to rebrand and change the signage of their brand name altogether. The client wants to maintain their current loyal customer database while attracting new customers and expanding further. Brandteliers provided Al Mayar Investments with a comprehensive brand strategy and identity, setting the tone for the Berkan Steakhouse brand and positioning it as the go-to destination for premium steaks and Turkish dishes.
What we did
Brand Strategy / Tone of Voice / Brand Naming / Brand Identity / Brand Environments / Signage / Brand Guidelines
The project
Brandteliers followed a step-by-step approach which began with extensive research into the brand, workshops with clients, and surveys with customers to determine existing brand assets, areas that needed improvement, and key associations. Using this information; they developed a new brand name (Berkan Steakhouse), brand positioning, customer journey, visual identity, tone of voice, brand personality, and brand environment design. A brand character named Berkan the Bull was also created to increase engagement opportunities. The brand identity included the logo design, typography, colour palette and imagery. Brandteliers worked with local printers to develop in-store signage for the interior and exterior of store displays. A comprehensive set of guidelines was created to ensure consistency and continuity throughout all Berkan Steakhouse implementations.
The Results
Berkan Steakhouse successfully rebranded its restaurant concept as a premium steakhouse dining destination within its existing loyal customer database while expanding further into the market. The new visual identity created by Brandteliers helped create an emotional connection with customers, both existing and new. The media and audience have warmly received the launch of Berkan Steakhouse, resulting in the brand's successful establishment. This has helped maintain and enhance the restaurant's 5-star ratings on TripAdvisor, thanks to the positive feedback from online reviewers and in-person customers. The success of the New Visual Identity shows how rebranding can increase retail sales and open up new business opportunities. For instance, the client has launched Flying Bull, a customised catering service provided by Berkan Steakhouse, which is ready to serve the UAE at events and in people's backyards.
