Cali N Tito's

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Key fact: Social media presence is outdated and lacking.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