Unsubtle: Redefining the Ghost Kitchen Experience with Urbanely Adventurous Branding

Background 

In a world where ghost kitchens often go unnoticed by consumers, the client, an innovative entrepreneur, envisioned a different approach. They wanted to create a physical destination, blending well-known fast-food brands with lesser-known eateries, all under one roof. Unsubtle wouldn't just be a kitchen conglomerate; it would be a place with its own distinct brand and ambiance, capturing the essence of the urbanely adventurous lifestyle.

Challenge 

Our challenge was twofold. First, we needed to raise awareness about the ghost kitchen concept, educating the public about its existence and showcasing its multifaceted nature. Second, we had to craft a brand that not only communicated the concept's uniqueness but also resonated deeply with the target audience, enticing them to be part of this culinary revolution.

Approach

To tackle this challenge, we began with exhaustive market research, targeting individuals who value self-directed autonomy and the freedom to choose what and where they eat. This valuable data informed our strategy to create a brand that seamlessly merged high-end sophistication with self-expressive elements. The result was the birth of the brand essence: "urbanely adventurous."

Solution

At the core of our endeavor was creativity. We developed a visually captivating aesthetic that balanced a sophisticated exterior with an adventurous, vibrant interior. Our design incorporated Swiss typography, vibrant colors, and tailored messaging. But a significant portion of our time was devoted to brainstorming the perfect name, ultimately settling on "Unsubtle." This term, popular in the UK, not only captured the essence of openly expressing oneself but also added a touch of British sophistication to the brand.

Key Takeaways

Our experience with Unsubtle taught us invaluable lessons. 

• First, when creating a brand for physical spaces, comprehensive planning is essential to ensure a cohesive and immersive experience. Collaborating effectively with interior designers and architects was crucial in bringing our vision to life. 
• Second, understanding our target audience and involving them in the creative process allowed us to create a brand that resonated deeply with their desires and aspirations. 
• Third, we faced a significant setback when one of the planned locations was taken over by eminent domain. However, thanks to our adaptable branding strategy, we were able to seamlessly fit the brand concept into any location. 

With the client's unwavering passion combined with our dedication to building meaningful brands, we are confident that Unsubtle's upcoming launch will be a resounding success.