Al Mayar Investments, a holding brand with multiple Food and Beverage concepts under its roof that includes fine dining restaurants, casual cafes, and cloud kitchens, got in touch to help with developing a new franchise steakhouse dining brand. Approaching a full rebrand, with upcoming changes in the signage of the brand name, the client wanted to ensure the new brand keeps in connection with a current loyal database of the customer while attracting a new audience and looking for further expansions.
What we did
Brand Strategy / Tone of Voice / Brand Naming / Brand Identity / Brand Environments / Signage / Brand Guidelines
The project
We took a step-by-step approach, starting with in-depth brand research, client workshops and customer surveys to identify current brand assets, key associations, and areas to improve. Based on key findings, Jpd developed brand positioning, customer journey, new brand name (Berkan Steakhouse), visual identity, brand personality, tone of voice as well as brand environment design. The development of the brand character, Berkan the Bull, helped with further engagement opportunities.
The Results
Berkan Steakhouse was successfully launched and welcomed by the media and audience. The new brand has helped not only to retain but also improve online ratings of 5 stars on TripAdvisor, with positive reviews online and across visiting customers. The new brand has helped the company to expand further within the industry, from delivery options, such as partnering with Deliveroo, to catering services, opening doors to new revenue streams. This New Visual Identity is a great example where rebranding did well can not only retail sales but also expand the brand further and capture new territories and business opportunities, such as the client internally launching the Flying Bull, a full-service catering provided by Berkan Steakhouse with customised packages, ready to serve the UAE in their backyards and events.
