It’s not limited to food. The world is hungry for a story. Few tales are as compelling as Elsa and Manuel’s and how their cafes came to be. Read how we’ve leveraged the charisma of an entire family, along with a thoughtful and strategic approach to design to help make Patisserie Cafe a rapidly growing family of restaurants.
Not only did the old logo sell their offerings short, the whole La Patisserie name did, implying they only sell French pastries. In reality, the restaurants sell international fare from breakfast to dinner and from coffees to wine & beer. We worked with the Mendozas to identify what their strongest core offerings were, what their story was, and then developed a name that meant more to customers and a brand identity that brought it all to life. The family story in this context begins with Manuel coming to the states for a horse training job that fell through in the recession, and involved a little luck, hence the horseshoe in the logo. The color choice has a rich backstory as well. Our goal was to create an identity as interesting and tasty as the food itself, and as inspiring as the family's story. After all, the only thing better than good food, is good food with family.
The menu was a rich chance to make the brand about more than a place to get food and drink. It was also a challenge because of the sheer number of menu items we needed to include. We used this space to tell the story of the Mendozas, and we made the most of design techniques to create a manageable menu that was easy to navigate, whet the appetite, and avoid the need for multiple menus throughout the day.
Mindful of budgets and time, Saturday set out to create an interim website that bridged the gap from homemade web to a more professional representation of the brand. We used the framework of our new identity, built on their intriguing story, then presented their offerings in a sophisticated way that was more in line with optimum user experience.
NoDa Brewing has now sold over 2 million beers so far and have become one of North Carolina’s fastest growing breweries, as well as one of the top growing breweries in the country. We finessed their brand by honoring the existing loyalty and not giving the brand a total overhaul, but rather a respectable dose of maturity and immaturity so it shines on the shelf and in the bar. By tapping into what we know about craft beer culture, and bringing a worthy personality out to go along with a great tasting beer, we have done more than helped a client be successful. We have done a small part to bring good beer to the world, and that’s a beautiful thing.
NoDa Brewing has become one of the fastest growing breweries in the country. And we’re proud to have played a role in that.
Patisserie Cafe has enjoyed a lift in customer traffic and engagement, and is planning to open a Charlotte uptown location soon. Social followers and comments have increased dramatically. New store designs have been based in part off of the new identity designs, creating a consistent brand across all touch points from web to cashier. Momentum was also certainly helped by an article covering their rebrand, which appeared in the New York Times.