Giraffe World Kitchen
How do you reinvent a family favourite for the Instagram generation without alienating its core audience?
Brand strategy, visual and verbal identity. Brand implementation and guardianship across every touchpoint.
A new brand idea designed to give Giraffe credibility amongst new and existing consumers.
Since opening in 1998, Giraffe had grown into one of the country’s most successful restaurant chains with 48 sites across the UK alongside 4 others globally. But in an ever more crowded category, it was time for Giraffe to re-establish what it stood for.
The challenge was to remain relevant with its loyal customer base of families during the day, while attracting a whole new generation of evening diners demanding Instagram worthy-moments with every bite.
Following a comprehensive research phase, we developed a range of propositions focusing on different elements of the offer. Consumer testing delivered a clear winner: Taste A Whole New World.
The brand idea gives Giraffe a purpose that resonates with both existing customers and the new target audience of experience-hungry millennials. Just as importantly it’s true to its founding purpose: to travel the globe in search of the world’s best dishes.
Visual & verbal identity
Giraffe became ‘Giraffe World Kitchen’. And a new identity signalled the brand had grown up without losing its much-loved vibrancy.
Inspired by the sign-writing common to independent restaurants all over the world, we created a set of hand-painted typefaces that gave Giraffe World Kitchen a credible, authentic voice. The colour palette is bright but rooted firmly in food, while photography and illustration focus on telling the stories around each dish.
And the new logo makes sense of the name, gently playing on the giraffe’s unique ability to raise its head above the trees in search of new discoveries.
Bringing it to life
Next, we set out to bring Taste A Whole New World to life across every element of business.
We spent 12 months working closely with the food, marketing, interiors and training teams to deliver a coherent, joined-up experience along every step of the guest journey. And we delivered a new communications strategy alongside a menu suite, signage, uniforms, POS and a series of integrated brand campaigns.
The rebrand was instrumental in attracting the new owners, Boparan Restaurant Holdings, who purchased the business from Tesco. The identity is currently being rolled out across the Giraffe World Kitchen estate. To date, each remodelled site has delivered an average uplift in like-for-like sales of 13%.
Repositioning Giraffe as a world kitchen has given us a clear purpose that resonates with both existing diners and a new audience of young professionals. Ragged Edge have helped us transform the Giraffe experience - not just how we look and sound, but how the brand behaves across every channel, touch-point and audience. The results speak for themselves.