GoodTime
Comprehensive Branding and website for restaurant chain and creation of a unified ecosystem.
GoodTime is a well-known fast food restaurant chain in Kharkiv, offering unique dishes and a special approach to cooking and customer service. However, the chain developed as disparate enterprises, which created difficulties in management, marketing and brand perception. For this project, we provided brand identity creation for fast food restaurant chain and website development for restaurant in Kharkiv.
Company Pain
Fragmentation of the chain and lack of a unified concept:
- Different names, interior styles, and advertising approaches made it difficult to perceive establishments as a single chain.
- Different logos and brand elements, lack of standardized visual identity.
Difficulty in managing prices and promotional materials:
- Changing prices was time-consuming, especially with the need to update 4 times a year.
- Different menu formats in establishments, no unified video menu.
- Different level of quality of food photos: not everywhere there were good photos, pictures did not coincide with real products.
Lack of centralized marketing management:
- There was no unified process for creating advertising and promotional materials.
- There was no team responsible for layouts for promotions, menus, posters, handouts.
- Different businesses used different visual materials, which created chaos in brand perception.
Company goals and objectives
- To create a new brand in the foodbar market, to unite all enterprises under a single corporate identity.
- To develop a full-fledged brandbook, which will ensure further growth and development of the network.
- Create a modern website that will become a unified digital space for the network, including website and digital menu development for restaurant business.
- Strengthen visual communication with the client by working out all points of interaction.
- Develop a new menu that will allow for quick price updates and adapt to market changes.
- Create a marketing ecosystem to quickly and centrally create promotional materials, promotions and branded media, including a full brandbook and marketing materials for restaurant chain.
- Add pre-order functionality to improve service convenience and reduce staff workload.
Results
Creating a new brand and corporate identity:
- Combined disparate businesses into one powerful brand while maintaining their personality and concept.
- Developed a logo, color palette, typography, graphics to create a recognizable style.
Brandbook development:
- Corporate style and its use.
- Corporate materials and documentation.
- Restaurant elements (menus, navigation, packaging, labels).
- Outdoor advertising, interior materials, printing.
Development of a digital product – catalog website:
- Single platform for menus, promotions and pre-orders.
- Integration with marketing tools.
Solving the problem of frequent price changes:
- Developed an adaptive digital menu that allows for quick price changes.
- Created a video menu for screens that can be easily updated and adapted.
High quality photo and video content:
- Conducted a photo shoot and video shoot of the menu, ensuring that the food was visually appealing.
- Made content uniform across all businesses, eliminating visual chaos.
Centralized marketing support:
- Established an operational layout production system including: Menus, promotions, posters, handouts.
- Advertising and corporate printing, seasonal and holiday brand media.
Result:
We transformed a chain of disparate restaurants into a unified, recognizable and professionally managed brand. Now GoodTime is a system where every element works for a unified positioning, attracts customers and increases business profitability. Our work included a full-scale branding for restaurant industry and UX UI design for restaurant websites.
