Our current restaurant client Eat Slim’s sent a newly minted entrepreneur our way to help him launch a new restaurant. A native of Morocco, Rafi had spent the last few years working in finance in the US but wanted to move on to running his own business, a business that would connect him to serving people.
He decided owning a restaurant would fill the bill.
He started with a vague concept, but no menu, location, name or brand; however he was driven to make it a success. He was starting from scratch, as were we, and from day one we were in it together. Here is the progression of what we did together to launch his new restaurant Blue Village Grill, located in Blaine, MN.
After checking out a few sites, to determine if the demographics matched his restaurant concept, he settled on Blaine, a relatively affluent community of young families where mom and dad both worked outside of their homes.
Because the strongest brand connections are emotional, much of the brand essence revolved around the customers experiencing the spirit of Mediterranean warmth and hospitality in a non-traditional quick-serve restaurant offering foods cooked to order, made with locally sourced fresh ingredients, with beef never frozen, chicken anti-biotic free, delivered to the customers’ table.
Blue Village Grill was just a natural extension of Rafi’s origin and his desire to share his Mediterranean hospitality. He was born in Chefchauen, known as the blue pearl of Morocco because the majority of the buildings are painted blue.
The font is reminiscent of the buildings in Chefchauen and the tip of the “I” in green suggests the way all of the food is prepared, which is fresh, never frozen.
Check back in next week to read more about the Blue Village Grill branding process. We'll be covering the website design, social media strategy, the exterior signage, and interior design.
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