Branding and Copywriting
Objective: Create a full media kit, brand campaign, and social media mockups
Original Illustrations / Original Copy / Image Mock-Ups
Teammates: Briana Griffiths, Charlsie Parham, Kaitlyn Patterson, Amber Warnock
Creative Brief
Key fact: Social media presence is outdated and lacking. No discernable functional website or online presence whatsoever.
Problem: Consumers cannot connect with the brand online.
Objective: Within 6 months, strengthen consumer connection by rebranding and rebuilding the website and social media.
Media: Print advertisement, video advertisement, sponsorship of Athens Street Food Festival.
Target: 18-25, targeting students and young professionals on a budget seeking authentic and renowned Latin American style food.
Insight: College-age students are seeking connection with brands, having a better social media presence will bring a larger crowd that not just word-of-mouth can do. By connecting with consumers on social media, this creates a better attitude towards the brand as the consumers look toward social media for new experiences.
Promise: By rebranding social media to attract young consumers, we will create an online experience that brings trust and authenticity between the restaurant experience and social media.
Support:
Experience: vacation type escape
Authentic and flavorful fresh food
Warm and inviting atmosphere
Eclectic decor and outdoor seating
Multiple locations, one offering BYOB and cash only
Mandatories: All print media must include website and social media handles.
SWOT:
Strengths: Offers comfort food, Unique experience, Fair prices, BYOB
Weaknesses: Cash only, Lack of social media presence, No discernable website, Location
Opportunities: Great word-of-mouth buzz, Opportunity for more expansion through media, Opportunity for direct delivery through the website, Potential for new locations
Threats: Bigger chain restaurants, Saturated market of Latin American style food, Latin American food can be made at home
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