Davidos Mediteranean Cuisine
Overview
What i did
Brand Identity and Strategy Capstone Prompt by IE Business School:
The main objective of this project is to develop a brand identity from zero by creating a branding strategy based on the following case.
Your friend is an entrepreneur who has a plan to launch a restaurant in Menorca, one of the Spanish Balearic Islands. His objective is to attract both locals and tourists with an interest in the Mediterranean diet. He also needed to create an innovative touch in the branding of the restaurant.
Your objective is to create a fully developed brand strategy and identity for the restaurant in Menorca.
Research:
I did research on the experience of visiting Menorca and the current restaurants in the area. The area is rich with Spanish and Meditteranean traditions, architecture, and wildlife. Designated as a reserve, the island preserves both nature and culture. Menorca is considered to be a more laid-back destination with less of a club atmosphere making it ideal as a family vacation spot.
Brand Segmentation:
“Who is the core consumer segment my brand is positioned for?”
- Locals, tourists, and those interested in the Mediterranean diet.
- Family atmosphere, fun, and friendly
- Health-conscious, variety of flavor preferences.
Personas:
- A local mom and her two kids, looking for a special occasion dining spot, because they want to celebrate their sixteenth birthday, affordably.
- A family on vacation needs a relaxing place to eat after a long day on the beach because they need options that satisfy everyone.
- A couple on holiday wants a healthy meal because they have indulged all week, and want a more restorative option.
The Brand Positioning and Positioning Map:
Positioning Statement:
For families who are local, or on holiday and who have an interest in Mediterranean food, Davidos is a fun, inviting, and family-centered brand that provides healthy Mediterranean meals to satisfy the whole family, at affordable prices, because they care about creating exciting family memories and are passionate about the health benefits of the Mediterranean diet.
Point of Difference and Frame of Reference:
Family-friendly Mediterranean dining, targeting health-conscious families on a budget.
- Family-friendly environment
Large tables, family-style meals, approachable staff - Health-conscious
The menu emphasizes the health benefits of the Mediterranean diet and provides healthy, kid-friendly options. - Budget-friendly
Locally sourced ingredients, and a fun but low-frills approach keep meals within a competitive price range.
The Brand House:
The Brand Manifesto:
At Davidos we believe that a meal is more than food. We invite you to make memories that are rich with Mediterranean traditions and flavor.
We value our community and strive for excellence with locally sourced ingredients. Our meals are not only healthy; they’re delicious, with dishes that satisfy even the pickiest of palates.
The Brand Identity:
Logo Process:
I researched logos from similar restaurants and businesses in the area. I familiarized myself with local art styles and customs. Then I sketched several concepts before creating a few designs in Adobe Illustrator. I then experimented with colors and typography until finalizing a logo concept for the restaurant’s brand.
Final Logo:
- The logo is slightly whimsical with an artistic style. It connects to the local art style and incorporates a stylized family-friendly character.
- The olive-green hue connects to the emphasis on nutrition and sustainability of locally sourced ingredients.
- The plum purple connects the brand to richness and comfort.
Elements of gold can easily be added to logo applications to further communicate the generosity and abundance of Davidos.
Typography:
- The name Davidos is derived from the Spanish word for generosity. It reflects generous family-style meals and connotes trust and friendliness.
- The AdornS Condensed Sans font, combined with Oswald Bold creates a bold typographic logo. The sans serif is easily legible and modern.
- The Adorn font is often associated with handmade items for large family celebrations, easily connecting the brand to its key components of family celebrations and traditions.
Look & Feel:
- Warm Earth tones
- Merchandise crate shelves
- Open seaside views
- Large tables for family-style dining
- Relaxed atmosphere
- Friendly, approachable staff
