Al Mayar Investments, a prominent holding company with diverse Food and Beverage concepts, including upscale dining establishments, casual cafes, and cloud kitchens, approached me with an exciting opportunity to develop a novel franchise steakhouse dining brand. They sought a complete rebranding, including a change in signage while preserving their loyal customer base and attracting new patrons for further expansion. With our comprehensive brand strategy and identity, Jpd successfully set the stage for the Berkan Steakhouse brand, positioning it as the ultimate destination for exceptional steaks and tantalizing Turkish cuisine.
Brand Strategy, Naming, Brand Identity, Collaterals, Signage, Brand Guidelines
Al Mayar Investments, a prominent holding company in the Food and Beverage industry, engaged Jpd with a distinctive challenge. Their objective was to establish a novel franchise steakhouse dining brand while simultaneously rebranding and changing the signage of their existing brand. The key goals were to maintain their current loyal customer base, attract new customers, and expand their market presence. Jpd was entrusted with the development of a comprehensive brand strategy and identity that would position the new brand, Berkan Steakhouse, as the foremost destination for premium steaks and Turkish cuisine.
Jpd has implemented a systematic approach to tackle the challenge presented by Al Mayar Investments. The journey commenced with extensive research into the existing brand, engaging in collaborative workshops with the client, and conducting customer surveys to identify strengths, weaknesses, and key associations. Equipped with this invaluable insight, Jpd devised a comprehensive brand strategy encompassing a new brand name, Berkan Steakhouse, brand positioning, customer journey, visual identity, tone of voice, brand personality, and brand environment design.
One of the remarkable elements of the new brand identity was the introduction of an enchanting character named Berkan the Bull. This strategic addition aimed to enhance customer engagement and establish a lasting connection. The development of the brand identity involved meticulous logo design, typography selection, colour palette curation, and imagery creation. Jpd collaborated with local printers to produce impactful in-store signage for both the interior and exterior of the restaurant, ensuring a coherent and impactful visual presence. To ensure consistency across all Berkan Steakhouse implementations, comprehensive brand guidelines were established.
The rebranding initiatives spearheaded by Jpd proved to be immensely successful for Berkan Steakhouse. The brand adeptly retained its existing loyal customer base while simultaneously expanding its market reach. The meticulously crafted new visual identity forged an emotional connection with both current and prospective customers. The media and target audience warmly embraced the launch of Berkan Steakhouse, resulting in its triumphant establishment.
A noteworthy testament to the rebrand's triumph was the restaurant's unwavering maintenance of its stellar 5-star ratings on platforms such as TripAdvisor. Positive feedback from online reviewers and in-person patrons further underscored the brand's elevated reputation and customer satisfaction.
Moreover, the success of the revamped visual identity has unlocked new avenues for business growth. Al Mayar Investments, for instance, introduced "Flying Bull," a bespoke catering service provided by Berkan Steakhouse. This groundbreaking service is now poised to serve the UAE at various events and private gatherings, exemplifying how a strategic rebranding endeavour can fortify retail sales, generate fresh revenue streams, and expand market presence.