After 17 years in business, Masala Wok was ready for a new identity. So, they came to the experts.
The restaurant, with locations in Texas and Virginia, serves up savory Indian and Asian cuisine prepared with fresh ingredients and spices. While Masala Wok was able to establish a loyal following of people who were already familiar with their unique cuisine, they struggled to attract new diners. They believed their brand was to blame.
Despite this struggle, the restaurant was adding two new locations. That’s when their architect recommended a change in environmental branding and overall design.
Following a few preliminary calls, we met with the founders of Masala Wok to learn about the business. We were curious to find out what was working and what wasn’t. Our goal was to identify Masala Wok’s best assets and highlight them in a manner that would attract a steady stream of new customers.
Masala Wok Branding Kickoff
After careful analysis, we proposed a complete restaurant rebrand, including logo development, website design, business cards, and menu design. Additionally, we recommended a complete overhaul of the existing environmental branding. We would focus on redesigning the interior and all customer touch points. The food was phenomenal, but the look and feel of the restaurant was turning people off.
We used a visual presentation of multiple concepts to bring our proposal to life. We offered three distinctly different visual directions the Masala Wok brand could take. The purpose of showcasing various boards is to elicit restaurant owner buy-in on the concept, and allow our client to have a say at the start of concepting.
During our presentation, our client’s excitement grew, which is the first step in building trust within the working relationship. After a concept was agreed upon, we set our sights on the tangible deliverables needed to build out the brand.
The client chose the brand board below. It features vibrant and warm colors found throughout India, paired with Asian-inspired, modern lines.