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The Importance of Restaurant Branding

Jake Robitaille

Creating a unique and memorable brand identity for restaurants is an important part of their success. In this article, we will look at the importance of restaurant branding through a case study of a branding project Casa did for Shinas.

Branding is a critical aspect of any business, and the restaurant industry is no exception. Brand identity plays a vital role in creating a unique identity for the restaurant and helps it stand out from the competition.

The impact of branding for restaurants goes far beyond just creating a logo and slogan; it affects various aspects of the business and shapes the customer’s perception of the restaurant.

A well-executed brand strategy can create a sense of trust and loyalty among customers, resulting in repeat business and positive word-of-mouth marketing.

Before we start, here is a start-course on what Branding is (if you need it).

shinas restaurant icon logo

How do you create a strong brand identity for restaurants?

A memorable logo, catchy slogan, and well-designed menu can all contribute to creating a strong brand image that stays in the customer’s mind. A strong brand image can also help the restaurant attract new customers and increase their market share.

To dive deeper into the importance of restaurant branding, we will analyse a branding project that we completed for Shinas, a boozy brunch spot in Montreal.

Branding helps a restaurant establish its unique position in the market. With the rise of food delivery apps and an increasingly competitive market, it is essential for restaurants to differentiate themselves from others.

By creating a unique brand identity, a restaurant can differentiate itself from competitors, attract new customers, and retain existing ones.

However, creating a unique brand is not an easy task. It requires a deep understanding of the restaurant’s target audience and the market it operates in.

The brand should reflect the restaurant’s personality, values, and offerings. It should also be consistent across all platforms, from the restaurant’s menu to its online presence.

Therefore, it is crucial for restaurants to invest time and resources in creating a unique brand identity that reflects their personality and values.

Deep dive into a unique case study

For Shinas we understood that the demographic was for people between the ages of 20 and 65. Most likely with a higher income, looking for a fancier brunch place than the franchises currently established in the area.

This was the concept: “Shinas is based on the idea of fancy boozy breakfast, with a modern cachet. The aesthetic concept is the birth-child of the Titanic, with a sprinkle of cozy intimacy, and mixed with trendy New-York café. Crafting a unique dining experience through environment, ambiance and character.

shinas boozy brunch

The important elements of Restaurant branding

When it comes to designing and branding a restaurant, there are several key elements that are crucial for success. Here are the most important ones:

Logo: the most important part of your visual identity

A logo is a visual representation of the restaurant and is often the first thing customers notice. It should be memorable, simple, and easily recognizable.

For Shinas, we opted for something unique. Using a lot of curves and a groovier design direction, we managed to create something unique that would stand out from the traditional logo’s we see in the market today.

shinas boozy brunch logo

Colour Palette, the second-most important pillar of your restaurants branding

Just as importantly as a stand-out logo, it’s necessary to pair with colours that are eye catching. A consistent colour scheme throughout the restaurant and marketing materials can help to create a cohesive brand image.

Pairing the retro-style logo with various shades of purple was a surefire way to make the branding stand out. This purple can also be found throughout the restaurant and other branding materials like merchandise, coffee cups, coasters and more.

shinas boozy brunch color palette

Create a striking menu that is coherent with your branding

Another key element that fits into the importance of restaurant branding is the menu. The menu should be well-designed and easy to read, while also reflecting the restaurant’s brand and cuisine.

In this case, we opted for an off white paper, easy to read typewriter font, on a black clipboard. Good contrast, simple approach, but very effective. Designed by AI while we wait for the real things to be printed.

restaurant branding menu

Interior Design: the embodiment of your restaurants branding

The interior design of the restaurant should reflect the brand and create a welcoming atmosphere for customers.

Now this isn’t an article in interior design unfortunately, but there are various deco trends circulating that could help you develop the appropriate modern ambiance. Depending on your brand and your cuisine, you should easily be able to find one that suits your brand personality and fit your audiences desires.

As previously mentioned, Shinas is the birth child of a trendy New-York Café paired with elegance. With the overall goal of creating a cozy and familiar atmosphere. The restaurant has accent walls, a plethora of plants, a café section, comfortable couches and plenty other nooks to make sure the desired ambiance is reflected.

restaurant branding interior

Build a cool Website for your restaurant

A restaurant’s website should be professional, user-friendly, and reflective of the brand. It should include menus, location information, and online ordering options if applicable.

There should be cohesion between the branding elements and the website. Colours, fonts, icons, copywriting should be consistent with the the physical and digital aspects of the restaurant.

Websites tend to be the a main point for customer traffic. It’s crucial to make a statement along having information about your establishment that is easily accessible.

Social Media Presence, today’s most effective way to show your branding

An active social media presence can help restaurants connect with customers, promote specials and events, and build brand awareness.

Using platforms like Instagram, Twitter and Facebook is essential in order to connect with customers and potential customers. Users today tend to flock to social media to find restaurants that fit their cravings. Through geo location, tagged content, shared posts, reels and recommendations, people can find the perfect match to their needs.

Social Media is basically free visibility and a great tool for brand awareness. You have the ability to share your menu items, your restaurants atmosphere and other key selling points that may reel in some new customers.

mano cornuto instagram feed

Marketing materials that reflect your branding

Marketing materials such as flyers, posters, and business cards should be designed in line with the restaurant’s brand and be consistent with the rest of the branding elements.

Using your colours and your logo on various items that are accessible to the public is a great way to reinforce brand sentiment. For example, we used this design for Shinas coffee cups to make sure they stand out amongst the crowd.

A unique approach to a perhaps overlooked item – this to-go coffee cup will travel and be seen by a lot more people outside of the restaurant. The goal was to make sure that it would peek their curiosity and drive them to get their own. The purple factor does just that.

shinas boozy brunch mug

Consistency, tying restaurant branding together

Consistency is an important part of restaurant branding. Coherence across all branding elements is crucial for building a strong brand image. All elements should reflect the restaurant’s personality and values, and be used consistently in all marketing efforts.

Creating a strong brand guide will help control the brand narrative across all platforms. It is important to have consistency with your branding on your website, on your social media channels, on your merchandise, your business cards, your menu, and the other elements that we have seen in this article.

This will help people associate those colours, fonts, patterns, design and photography style to your restaurant. Consistency is a great way to help with brand awareness and create a sense of belonging.

shinas boozy brunch merch

The Takeaway

These design and branding elements work together to create a strong, cohesive brand image for the restaurant. By focusing on these elements, restaurants can establish a unique identity and differentiate themselves from competitors, attracting and retaining customers in the process.

As you can see through our branding for Shinas, we developed a strong brand identity with a unique logo, vivacious colours, a modern website, consistency through marketing materials alongside merchandise to promote the restaurant.

If you’re developing a brand identity for your new restaurant, or want to freshen up your current establishment, make sure that you hit all of these nails on the head. And, if you’re not sure about what you’re doing and need a hand, Casa is always there to help.

Mouth watering branding

We’ll help you make a sizeable splash in your culinary pond.

Reach out and touch space


13 March 2023


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