The Pantry
Straight from The Pantry: Creating An Engaging Visual Presence For A Saudi Restaurant Grounded In Sharing, Socializing & Fresh Food
Challenge
The Pantry is a restaurant in Khobar that aims to provide comfort food made with fresh ingredients in a social setting that encourages sharing, socializing and quality time.
Their main unique selling point is the fact that their food is made particularly with fresh products and from scratch. They also have an open kitchen experience and a communal vibe with their staff and their customers.
They commissioned Blue Hat in order to create a Digital Communication strategy that aims to optimize The Pantry’s online visual presence and build excitement towards the brand. We started creating a strategy that amplifies their main concept of comfort food, fresh ingredients made from scratch, and the unique experience of the restaurant in order to drive footfall and build a community of loyal customers and advocates.
Intervention
Our team of social media strategists started drafting out the strategy by conducting research that looked into trends and best practices. We also conducted a digital audit that looked into the brand’s online presence in order to capitalize on any opportunities. As part of the strategy, we also defined the target audience and personas.
We also defined the brand archetype, the values, and the brand voice in order to ground the communication themes and establish a consistent presence with regards to visual and character. Communication themes were set according to each persona, and the type of content they would consume.
Results
For the graphic guidelines, we uplifted the visual identity of The Pantry by creating a new color palette made of cool tones, a dark green and a pastel teal, and warm tones, an optimistic yellow and a faded red, to give this brand a fresh and youthful look, inspired by the visually rich interior of the restaurant. We uplifted the fonts and introduced a handwritten font, used occasionally, as well as refined the iconographic style to create a more approachable and friendly feel.
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