Plating the Perception of a Restaurant Brand - La Shaakahari
Cooking Up a Unique Positioning
La Shaakahari, the veggie haven in Chennai, was dishing out a veggie fiesta with a twist—world cuisines like never before. One MG had the delight of helping more people discover this. We jazzed up the brand to make La Shaakahari look as cool as it tasted, breaking the stereotype that veggie spots are just for families. One MG set out to give La Shaakahari a whole new vibe, making it a hangout spot for all ages.
What We Did For the Brand
- Branding
- Go-to-Market Campaign
- Digital Marketing
- Marketing Collaterals
- Print Ads
Branding
- As a first step to creating a brand, we created a brand identity that was bright, lively and informal. The choice of both fonts and colours used depicted a fun and youthful brand that could be enjoyed by all age groups.
- Quirky and colourful corporate stationary was designed in accordance with the brand positioning.
Digital Marketing
- A digital marketing plan involving social and email campaigns was strategized to engage the social audience.
- Multiple online and offline events were planned to increase audience engagement. Images of offline events were used online to gain further mileage for the events.
- Digital content production was undertaken across multiple visual and textual formats across the themes of recipes, tips, fun food facts and the introduction of world specialities from the menu, to increase engagement with the brand.
Marketing Collaterals
- We lay emphasis on weaving in the culture of different regions through the collaterals so that they resonated with the cuisine better.
- Designed in line with the brand positioning, marketing collaterals were used to excite patrons into going beyond their normal choice of Indian vegetarian food and trying something new.
- We crafted vibrant menus to take the patrons on a vegetarian journey across the world, multi-shaped coasters representing different cuisines, and danglers and table tents that spoke of specialities from different regions of the world.
Print Ads
- A print ad campaign was conceptualised to depict a vegetarian paradise photo-illustrated with fruits, vegetables and bread. This went on to win international acclaim.
- Famous landmarks like the Taj Mahal and the Leaning Tower of Pisa as part of the ad established a connect with that country’s food.
- There was a 300% increase in the number of walk-ins in the restaurant post the release of the print ad.
