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.