La ShaakahariBar Icon

La Shaakahari is a restaurant based in Chennai serving vegetarian world cuisine. Unlike other restaurants in Chennai, La Shaakahari gave a plethora of choice of world cuisine to vegetarian diners.

Challenge

To communicate the unique proposition of the restaurant – a vegetarian restaurant serving world cuisine. Also, to change the perception of a vegetarian restaurant as a family only haunt. The branding and communication had to stand out from the hoard of restaurant communications.

Solution

We created a brand that communicated the restaurant’s exclusivity with a striking visual appeal, showcasing a vegetarian paradise that resonated with La Shaakahari’s target audience. The branding and communication also depicted the restaurant as a cool place to hang out across all age groups.

Branding

Branding

  • As a first step to creating a brand, we created a brand identity that was bright, lively and informal. The choice of both fonts and colours used depicted a fun and youthful brand that could be enjoyed by all age groups.
  • Quirky and colourful corporate stationary was designed in accordance with the brand positioning.

Digital Marketing

Digital Marketing

  • A digital marketing plan involving social and email campaigns was strategized to engage the social audience.
  • Multiple online and offline events were planned to increase audience engagement. Images of offline events were used online to gain further mileage for the events.
  • Digital content production was undertaken across multiple visual and textual formats across the themes of recipes, tips, fun food facts and the introduction of world specialities from the menu, to increase engagement with the brand.

Marketing Collaterals

Marketing Collaterals

  • We lay emphasis on weaving in the culture of different regions through the collaterals so that they resonated with the cuisine better.
  • Designed in line with the brand positioning, marketing collaterals were used to excite patrons into going beyond their normal choice of Indian vegetarian food and trying something new.
  • We crafted vibrant menus to take the patrons on a vegetarian journey across the world, multi-shaped coasters representing different cuisines, and danglers and table tents that spoke of specialities from different regions of the world.

Print Ads

Print Ads

  • A print ad campaign was conceptualised to depict a vegetarian paradise photo-illustrated with fruits, vegetables and bread. This went on to win international acclaim.
  • Famous landmarks like the Taj Mahal and the Leaning Tower of Pisa as part of the ad established a connect with that country’s food.
  • There was a 300% increase in the number of walk-ins in the restaurant post the release of the print ad.