A multi-channel brand and website for a global restaurant group.
Visual identity, website design and build, print design and advertising.
We brought the Gaucho experience to users in four continents by redefining what a restaurant website could be.
Gaucho are masters at delivering a rich, immersive experience in their restaurants. But as they evolved from a national brand into a global force, they needed to scale the experience beyond their own environments. Our challenge was to reimagine their brand for the digital world, and bring it to life through a website for a worldwide audience.
First, we needed to refresh a visual identity that had never had to stretch far beyond signage and menus. We built a scalable system around the brand’s iconic wordmark that could accommodate everything from mobile content to 48 sheet posters, alongside a range of sub-brands.
Website design & build
The site needed to meet the needs of over 20 restaurants in 4 continents, each with a calendar of individual events, and its own distinctive personality. Meanwhile Gaucho wanted to introduce an additional revenue stream through an e-commerce section.
To deliver on this, we needed to rip up the rule book. A rigorous UX process led to a range of innovative solutions, including the site’s core navigation, which is as intuitive as it is unique. Mobile and desktop user journeys were considered individually, ensuring the right content was never more than a tap or click away. And the result? Dramatic increases in online bookings, purchases and enquiries.
Activation & implementation
Then we went back to the in-restaurant experience, using the new system to redesign the entire suite of brand collateral, including a set of bespoke steel menus. We delivered an advertising campaign too, with Out Of Home posters and supporting collateral for Gaucho’s annual polo event.
Ragged Edge have helped us transform our brand for the digital era. We now have a visual identity that works across every channel, alongside a world-class website site that combines culture and commerce, driving bookings while bringing our unique story to life.