Operating under the thumb of a franchise who not only doesn’t support you, actually wages a PR battle against you is no way to operate at all. The time had come for change; to make a stance. The owners of an Indian Bistro and Bakery in Piscataway, New Jersey knew they needed a new format, with a better brand. They called Vigor.
We had to pull away from the well-known franchise with little lost of current customer base, but maximum power at launch. Rapid brand recognition was key and the buzz surrounding the new concept had to be built quickly.
In a tightly knit, highly concentrated Indian community like Piscataway, news travels quick. We closed and reopened in a matter of 7 days. We built the entire brand over the course of 3 months prior infusing elements of cricket, classic Indian patterns and style, and a new modern feel to the bistro format. The goal was to remain rooted in tradition while jumping ahead of the former franchise in image and culinary offering.
We leveraged the current patrons and email list to market and tease the local area with what was coming. Buzz began to increase and by the time we reopened, we had a small group of excited fans ready to visit and try out the new restaurant brand.
From the logo through the apparel, menu systems, and advertising, Vigor was integral in creating a new brand that would make waves for SquareCut.
Vigor 4 / Client 4
Piscataway, New Jersey
Restaurant Concept Development
Restaurant Brand Strategy/Positioning
Restaurant Brand Identity Design
Restaurant Menu Concepting
Restaurant Interior Design Concepting :Restaurant Interior Design Concepting
Restaurant Digital/Web Design
Restaurant Marketing Collateral
Restaurant Package Design