FIORO
13/03/17

FIORO

Restaurant Branding & Naming

Fioro

After the rise and fall of NYC’s infamous ramen joint, the owners had a new challenge: Craft an authentic cafe experience as found in the Naples region of Italy. They tapped Vigor with a short time frame and a vision of bringing delicious Italian street food to the streets of Manhattan.

Fioro italian restaurant fast casual branding, naming and design

Challenge

  • Create a sense of authenticity in a city rampant with Italian concepts
  • Bring a feeling of laid back Europe to a neighborhood that has a high paced lifestyle
  • Develop a name that would create intrigue with a well-traveled audience

Key Insights

Although Italian food is quite common on the streets of NY, authentic Italian experiences are a lot fewer. When you strip away the “fuhgeddaboudit” pizza and pasta joints, you’re with very little in the way of true Italian. The financial district is well traveled so they know what a real European experience looks, feels and sounds like. Therefore, taking our cues from what exists in Napoli today, would read perfectly well in the city of New York.

Solution

 

The restaurant’s focus was clear and there were plenty of reasons to believe its driving passion. However, nothing had been done in market to start telling the story.

The name “Fioro” is a portmanteau of two Italian words: Fiore and Oro (flower and gold.) This name was a metaphor for the uniqueness of this experience, and it also informed the design aesthetic.

We pulled inspiration from art nouveau and other classic art movements to create an identity with gold floral filigree as the defining characteristic. Strong, serif typography would help carry the brand’s visual direction by giving a feeling of authenticity with honest, no-nonsense direction.

Marketing touch points for the restaurant introduced common and uncommon Italian into the visual vernacular of the market. The idea being that a restaurant this delicious and genuine could only be explained in its native tongue. This bi-lingual idea carried through the rest of the touch points for the brand inside and outside the four walls.

Date

2016

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 4

Location(s)

New York City, NY

Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
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Bazaria (Bezoria) Restaurant
05/11/13

Bazaria (Bezoria) Restaurant

Restaurant Branding & Marketing

Bazaria (Bezoria) Restaurant

A successful franchisee of two restaurant brand concepts decided it was time for him and a partner to explore building their own experience. Levantine/Middle Eastern cuisine in a fast casual format was the vision. They teamed up with Vigor to put their vision into reality.

Bazaria Bezoria mediterranean fast casual restaurant branding and design

Challenge

Starting with a clean slate is always an excellent opportunity. With little competition in the Atlanta market, and a team of restaurant veterans behind the helm the challenge was focused and attainable.

  • Find a way to creatively communicate the cuisine without using “Middle Eastern” due to negative connotations the term possesses in market
  • Establish a passionate purpose for the new restaurant brand that would help focus design and operations decisions and drive future growth
  • Use the passionate purpose to create a name and brand identity for the new restaurant experience
  • Furnish the team with key assets to be used throughout marketing, interior design, and various other brand touch points

Key Insights

The new restaurant had only cuisine to focus their efforts on. They were passionate about bringing this cuisine to the Atlanta market, but doing it in a way that would make it hard for others to grab market share away from them. By using Vigor’s proprietary restaurant branding process, the team was able to dig deep into what made the owner’s so passionate about Levantine food. For them eating the food was akin to visiting one of the legendary marketplaces in the Middle East and Levantine area. These marketplaces were full of spices, colors, aromas, textures, and energy not found anywhere else. In this emotion was where the passionate purpose was found.

Solution

The brand’s passionate purpose, a flavorful journey through Eastern Mediterranean cuisine, set a laser site on instilling the Middle Eastern marketplace as the epicenter of the brand. We needed to take this marketplace idea and modernize it into a restaurant experience unlike any other.

Starting with the restaurant’s brand name, the Vigor team got to work on deeper research on the marketplaces historical and modern. These marketplaces went by other names: bazaars, tsouks, and markets. Throughout history there have been many of them, but the most renowned was a tsouk in Damascus called Bezorya (sic). By combining the tsouks name with a more common term, Bazaar, the Vigor team had created a name that was easy to say, spell, and remember. Bazaria was born.

The more tedious challenge was to create a way to explain the cuisine without saying “Levantine” or “Middle Eastern.” Levantine was a relatively unknown geography to the Atlanta market, and Middle Eastern had negative connotations and feelings that could’ve deterred people from trying the new restaurant concept. Our solution was to list out the three major menu items of which the team was most proud: pita bread, kebabs, and shawarma.

Bazaria Bezoria mediterranean fast casual restaurant branding and design

The key insights, research, and passionate purpose all fueled the design of an identifying mark that captured the bazaar experience in a fresh, distinctive way. A series of charms were designed and positioned into a circle surrounding a hand-drawn script typeface that would become the visual battle-cry for Bazaria. These charms also created a visual language the brand could own.

The brand color palette was a pastel version of common colors of spices found in Middle Eastern tsouks. It translated well into other marketing and design elements including interiors, advertising and website.

With the selection of suggested brand typography as the final touch, the Vigor team furnished Bazaria with all the elements necessary to go to market, activate their brand, and start operating with a fresh, vibrant, memorable brand identity and purpose.

Date

2013

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 3

Location(s)

Atlanta, GA

Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design

Project Notes & Results

  • Bazaria opened in late 2014 in Midtown Atlanta after securing a prime retail location.
  • For reasons not communicated, the ownership decided to change the name of the restaurant to Bezoria and also changed the corresponding logo design. The strategy remains intact.
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
no responses
ViewHouse Restaurant & Bar
17/03/13

ViewHouse Restaurant & Bar

Restaurant Branding & Naming

ViewHouse Restaurant, Bar & Rooftop

A seasoned veteran of the nightlife industry in Denver had his sights set on a new location and a concept outside his comfort zone. Marketing and building clubs are one thing, but restaurants are a different breed. He sought the restaurant branding experts at Vigor to offer a new view on this soon-to-be Denver landmark.

ViewHouse restaurant and bar branding, naming and design in Denver Colorado

Challenge

Never having visited the Denver market, the Vigor team was challenged to develop a name and identity for the new restaurant concept that would resonate with the population. The new restaurant had to properly portray and convey the unique experience while building intrigue. Furthermore it had to look completely different from the nearby, longstanding competition. Our work was cutout for us.

Key Insights

Denver had plenty of clubs, and a number of dive bar experiences, but what it really lacked was that in between experience. The market yearned for a restaurant and bar that would have a fun energy with craft food and beverages, all in an environment primed with views and sports.

Solution

The power of Vigor’s proprietary restaurant branding process was utilized in the development of ViewHouse’s brand. Starting with extensive interviews and market research, Vigor developed the brand’s core brand platforms upon which the identity was built. Before jumping into the look and feel, however; Vigor leveraged the insights to craft a number of potential names. The winning name, ViewHouse, set the stage for a compelling brand identity sparked by Vigor’s design excellence.

In the month’s leading up to the opening of ViewHouse, the Vigor team worked diligently on creating aggressive advertising and marketing messaging. One-liners like “New Views, New Brews” and “ViewHouse = Your House” stuck in the market’s minds effectively building buzz and interest.

After developing the key touch points and setting the standards for design and brand, Vigor oversaw the creation of other marketing elements done by the in house. To date, Vigor’s restaurant brand experience is often tapped to ensure the restaurant stays in-brand and effective.

Date

2013

Format

Full Service, FSR, Bar

Team Size

Client: 4  / Vigor: 4

Location(s)

Denver, CO

ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
no responses