Gujarati Foods is a local GTA restaurant specializing in the taste of Gujarat, a state in India. This family-run business has been around since the 70s, and with a transfer in ownership from one generation to the next, it was time to update their branding and give them a contemporary look that respected their roots.
Branding and Visual Identity
For the new branding, visual identity, and logo design, there were a few key elements we had to consider:
Brand Colours: The team was attached to blue but gave us the liberty to play around with a few shades. After confirming the brand colours and working alongside their interior designer, we opted for a bold yet balanced shade of blue. The interior designer planned to use brights and pastels, so we needed a blue that wouldn't clash but would stand out.
Typeface: The team wanted us to respect the playful lettering. We found the perfect typeface that we could alter to give the elongation on the G, J, and R more subtly. This typeface also provided a cleaner finish that would attract new dream clients.
Logo Design: We added the full name, which was missing in the original logo design, along with characteristic pieces to give the overall brand more charisma.
Product Colors: Given the complexity and variations in their products, the team wanted to assign product colours. We introduced seven dynamic colours that would work with the logo blue in various ways depending on the product. You can see the product colours in action with the packaging design label templates in the slideshow below.
Online Strategy and New Website
With a new rebrand, it's important to rethink your online strategy. In this case, we built a new one from the ground up. We consulted the team and provided them with art direction during their brand audit.
The overall brand hadn't been touched since the 70s, and similarly, the website was stuck in the 90s. It had a lot of information but no functionality. The old design had little to no call to action, the photos were dated, and it was difficult to navigate.
Website Redesign
When laying out the plan for this website, we wanted to consider the following:
Easy Functionality and Navigation: Ensuring users can easily find what they need.
More Call to Action: Encouraging user engagement and interactions.
Development of Brand Experience: Further enhancing their brand presence online.
User-Friendly Platform: A platform that the team could easily use after the design phase to make updates on their own.
Mobile-Friendly Version: Ensuring the site works seamlessly on mobile devices.
With the rebrand, the team was also looking to grow its current demographic. They had set customers, but they wanted to push more catering deals. When rebranding, we refocused the demographics, and the same thought process was followed here. The website needed to speak to the next generation. With a focus on this element and building on their new brand experience, we provided the team with a website they are proud to share and can easily use.
Testimonial
Working with Roop Creative has been a great experience. They helped to bring our dated brand up to speed. They really understood our vision even though we might not have articulated it perfectly.
They were flexible and easy to work with, and we never felt that any request was trivial.
Puja is smart, she understands small business and is definitely creative, her eye for style and finesse is excellent. It felt great to get a large branding company results from a boutique agency.
- Beena Patel, Co-Owner of Gujratri Foods
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