Brand Development For Grill Restaurant in Cardiff Bay
A new restaurant was to be opened in the popular entertainment complex of The Red Dragon Centre, Cardiff Bay in South Wales. As this was a new venture, there was no current brand identity or visual design in place for this restaurant in Cardiff. Therefore, we were commissioned to develop the branding for ‘Grill n Shake’ through brand identity design including logo, menu and promotional artwork. A website was also required to represent the brand online. In terms of target market, the restaurant was to provide a fun and welcoming family orientated environment where parents and children could come to enjoy quality time together over a hearty, fresh and wholesome meal. A USP for the restaurant is that they will make fresh milkshakes at the ‘milkshake bar’ where children (and adults!) can decide on their own ingredients to make the shake.
The initial approach was to create a visual identity for the restaurant in Cardiff. A logo was created which combined the ‘tex mex’ style of cuisine to be promoted, plus their other core product which was to be the milkshakes. The final design promotes fun and friendliness, as well as being colourful and playful in order to engage with the target market.
To complement the brand, a mascot was also created. ‘Sheikh Shake’ is a character that left his homeland for America, in search of his favourite Hollywood Idols such as Charlie Chaplin & Marilyn Monroe and also to become a star just like them! Whilst in America, he discovered a love for American Grilled Food and endulgent milkshakes, and therefore put his own Arabian stamp on various dishes, which resulted in him opening his own chain of restaurant diners, called Grill n Shake!
Once the initial identity was complete, a series of menus, promotional adverts, posters and interior decor was created to keep the brand consistent ready for launch.
Since launch, the restaurant has proved popular with families that are looking for a fun, friendly dining experience. As the restaurant is located in close proximity to a cinema and bowling complex, the restaurant is ideally situated for its core market. The overall branding has effectively engaged with customers and the restaurant owners are now looking to create franchise opportunities for the restaurant within other leisure / entertainment complexes throughout the UK.
View recent poster artwork for Grill n Shake here