RAD Creatives | Corporate and B2B Branding

BACKGROUND

Please describe your company and your position there.

I am the owner of a restaurant chain in Metro Manila, Philippines.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire RAD, and what were your goals?

Our business was about to venture out to a new restaurant concept. It was our first time to come up with a Mediterranean restaurant and we wanted to offer something fresh for the local market.

SOLUTION

How did you select this vendor?

Aside from a friend’s referral, we decided to work with Rad because of their clear, versatile and approachable design style.

Describe the scope of their work in detail, including any steps and the final deliverables.

To start, Rad really gave importance to the brand’s strategy and personality. Before any design executions, they made sure that the whole team was onboard with the brand direction. Their brand workshop was a great exercise for us to clarify our objectives as a company and our vision for the brand. After the brand workshop, Rad was able to clarify the brand strategy and direction for our restaurant. Given the current competitors, Rad’s strategy was to position Babaghanoosh differently from other brand alternatives. Their team realized that there are diners that found it intimidating to eat in Mediterranean restaurants. Diners were not familiar with the food did not quite understand items on the menu. This insight was the focus for the brand direction of Babaghanoosh and led to designing an identity that was approachable, casual and fun. The identity did not intend to communicate an authentic Mediterranean restaurant, but rather a restaurant that Filipinos would be comfortable to dine in.

How many people from the vendor's team worked with you, and what were their positions?

I worked directly with their brand strategist and designers.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Babaghanoosh has successfully positioned itself as a fun and casual Mediterranean restaurant. Diners have associated our food with comfort food despite being a foreign cuisine. Our success in our first branch has led us to explore expanding to another branch.

Describe their project management style, including communication tools and timeliness.

The whole engagement was very collaborative. We felt that we were really part of the process and we were involved in building our vision for the brand. The 3-month timeline seems a bit long but results and processes justified the amount of time spent on the project.

What did you find most impressive or unique about this company?

We loved that RAD's approach was more business and strategy-focused rather than design-focused. Compared to other agencies or designers who design identities that are too trendy/artsy, Rad’s output was more focused on design’s relevance to the business objectives.

Are there any areas for improvement or something they could have done differently?

Although timelines were met, I would’ve hoped that the same engagement could be done at a shorter amount of time.