Brief: To launch 'Bubbas' a luxury Caribbean restaurant chain with its roots in Carlisle Bay Antigua
Deliverables: Kubi Springer worked on a 6 month project with the senior management team at Bubbas Restaurant to produce a brand strategy that included; Clear identification of the business objectives and understanding of how the brand would act as a driver to meet these objectives. A detailed market and competitor analysis within the luxury restaurant sector to establish the brands key differentiators, market opportunities and market position. Consumer profiling based on the restaurants digital and dinning data to identify purchasing pattens and consumer expectations. Based on the analytics a re-establishment of the brand's target demographic including both internal and external stake-holder groups. Identification of the brand messages, mission, tone, personality, values and promise.
Working with the creative agency to produce a new logo, website, product images and digital media content that reflected the new Brand.
Results: Senior management buy-in to the strategy recommendations and roll-out of the new creative content.
Capabilities Used: Brand Startegy & Creative Content Development for London chain rollout
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