The strategy for the client’s vision was to pinpoint the unique elements that would set it apart from competing brands who’s popularity was growing. They wanted to not only ride the wave, but also help create it with a fresh take on this trending cuisine and format. We started by guiding the team through our process. This resulted in one clear fact: The team and chef had a passion for exploring everything the eastern Mediterranean had to offer.
With exploration as our guiding light we started crafting unique, memorable names the brand could own across the board. Three key names were netted out to be presented. All three had attributes of excellence. They were easy to read and pronounce, and they uniquely hinted at a particular vibe for the experience.
The winning name was Babaziki, a melding of two words that were inherently Mediterranean foods: baba ghanoush and tzatziki sauce. Not only did this literally read as “food,” it also had linguistic attributes that were fun and lively. The name Babaziki added fuel to the brand strategy.
Babaziki’s brand identity started with the logo design. The Vigor team’s approach was to infuse classic Mediterranean elements to root the brand in that exploration passion. Tiles, textiles, and architectural treatments inspired the team with colors, graphic forms, and typography. Our three logo designs for the restaurant encapsulated the Babaziki experience and vibe excellently.
Finally, the Vigor teamed pulled together a brand presentation with mockups of interiors, potential facade designs, and potential menu layouts to help tell the visual story of Babaziki to property management companies. The goal was to secure prime real estate for this fast casual restaurant’s flag ship location.