Giraffe World Kitchen – Branding and brand guardianship

Giraffe

Changing a family favourite for the instagram generation

To help Giraffe stand out in a crowded category, we went back to the founders’ original intentions. They’d set out to bring the world’s best dishes back to their restaurants. So we asked: why limit yourself to a single cuisine when you can ‘Taste A Whole New World’?

WE PARTNERED ON
Brand strategy, visual and verbal identity, implementation.

FROM CATCH-ALL TO WORLD KITCHEN

Sourdough pizza. Gourmet burgers. Piri piri chicken. The rise of the specialists meant Giraffe’s broader offer was struggling to cut through. So by reframing the offer around discovery, we created a brand that would resonate with a younger, experience-hungry audience. Giraffe became a ‘world kitchen’.

A vibrant new visual identity featured a set of bespoke typefaces inspired by the hand-painted signage common to independent restaurants from Hanoi to Guadalajara. The tone of voice told stories from all over the world. And most importantly, we helped bring the brand to life across the whole experience. A new menu focused on discovery, while the interiors took inspiration from the far corners of the world.

“Ragged Edge have helped us completely transform the Giraffe experience - not just how we look and sound, but how the brand behaves across every channel, touch-point and audience.”

ALEX MEYER
Marketing Director, Giraffe

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