Startup is the toughest part of any business let alone one as notoriously turbulent and highly competitive as the restaurant and beverage industries. Launching a new concept successfully requires numerous elements to converge in unison. New brands require in depth analysis of the audience, core beliefs, geography, and an acute understanding of true points of differentiation from rational to emotional. Simply jumping into design without the basis of strategic foundations is a recipe for disaster. Disaster is the last word any would-be restaurateur and brand manager wants to hear.
Successful brands are crafted from the ground up and lived from the top down. At the foundation is a promise and a passion for something greater than just good product, good service. At the top is an iconoclastic design; a flag waved high and proud that uniquely represents that passion. At the heart is a belief in something greater; a vision for how this brand will change the world around them every day.