Reimagining Whimsical: Redefining Perception For A Second Location Launch
The Problem
Despite its unique charm and diverse menu, Select 360 was widely perceived as just a coffee and dessert spot. This limited its ability to attract diners seeking a complete culinary experience. As the brand prepared to open its second location, we were approached to ensure it launched with a clear communication strategy, and in essence a loyal following. By blending strategic storytelling with thoughtful design across all brand touchpoints, we helped the brand reclaim its identity; making it a feast for both the eyes and the palate.
Services
Brand Audit
Market Research
Survey & Analysis
Brand Strategy
Location
Kuwait
Industry
F&B
Collaborator
Mohammed AlShamali
Abdullah AlFailkawi
Musaed AlMutairi
Bader AlShatti
Step 1
We began by diving into the brand’s DNA, uncovering its full-dining identity and its potential to offer more than desserts. Through market research and customer insights, we pinpointed the factors contributing to the limited perception; a menu, ambiance, branding, and communication strategy leaned heavily into the “cafe culture”.
Step 2
To ensure the new location was seen as a complete dining concept, we worked on a 180 approach that included all brand touchpoints. From story-centric menu, to the tea and dessert pairing collaboration with “Infuse Tea”, and the craftsmanship of the Victorian uniforms designed by Musaed AlMutairi, we were on a trajectory to setting the stage for a culinary experience worth applauding.
Step 3
To guarantee that all the above will have been translated to the public, we needed to develop a thoughtful launch strategy with an experiential outlook. In collaboration with Bader AlShatti, we were able to engage our invitees and the general public with a dining experience that transcands the ordinary; finally positioning Select as the full-fledged journey that it truly is.
