A ghost kitchen for herbivores.
CAN SALADS BE FUN?
Not all clients push forward for boundless creativity, strong narratives, and genuine emotional impact. And it’s OK. The burden falls on designers, writers, and strategists to inspire them and help them connect with their consumers.
But when luck brings such a client across the table it’s
like the southern legend and Holywood star Matthew McConaughey says when happy- “beautyyyyy”.
We knew Dionysia Simatou from the golden advertising ages when we used to create together campaigns for some of the country’s coolest beer brands.
Now, a marketing consultant for innovative brands, she is the kind of person that makes creatives pick up the phone when her name pops up on the screen because creatives know that something “fresh” is being served.
Dionysia’s request for yours truly and our designer-partners-in-crime, the Caparo Design Crew, seemed straightforward:
A brand identity for a new salad-gourmet ghost restaurant.
Now let’s get a bit strategic.
When it comes to our target audience, the "salad" part was easy to break down.
-Healthy & light propositions
either for health reasons or productivity issues,
they define “eating healthy & light” as the primary incentive
-Conscious eating lifestyle
*people that define their identities as “caring eaters”,
and therefore pick a diet lifestyle that respects the animals, the natural habitat, and the farmers.
(organic, vegan, vegetarian, cruelty-free, fair trade etc)
-Contemporary and up-to-date
Keeping up with trends and belonging
in culturally relevant communities defines
their social profile.
(buddha bowl, detox smoothie, dirty-veggie, etc)
HOW ABOUT GHOST SALADS?
But the “ghost” part wasn’t as easy to crack.
Meaning that it would be a restaurant operating only through food delivery aggregator platforms (like Wolt, Box & eFood). And to understand what name would touch base with the consumers we had to understand their journey in such platforms.
If for example, a user joins a platform and looks for something to eat in general, then a wise choice would be to have words in the name that express literally the kind of food we are offering.
Descriptive words like “salad”, “vegetables”, “juice” etc. differentiate the service from all the burger joints and pizzerias of this world.
But it is rare that someone craves a deep-dish pizza or a juicy beef patty and ends up getting a quinoa salad.
Data showed that users that abide by “green eating” make more use of the filters offered by the platforms to narrow down their options and stay away from the less healthy, less vegan, less “light” temptations.
And when someone does that, they are left with a number of options looking all alike. Exactly because they use descriptive, literal words like “salad”, “vegetables”, “juice” etc. That list is heavily clattered.
So our challenge was to find a wording that stands out of the “salad” ecosystem instead of fitting in.
Katsika [greek for “goat”] quickly grabbed our attention.
It implies the green orientation but at the same time gives out a sense of farm life. That resilient, yet kinda goofy herbivore, has a self-deprecating ring to it which makes the brand fun, cute and friendly.
It’s kinda raw nature syncs with the modern “gourmet restaurant” trends, giving out authenticity and a farm-to-table mindset that expresses the brand owners’ vision for accessible green gastronomy.
We enhanced the vibe with some supplementary wordings [for on-packaging-stickers etc].
“Chewing noisily since 2022” hints at the goat and the juicy sounds of greens being joyfully smashed in someone’s mouth.
Last but not least, is the tagline.
“Bostanic Gourmet”, a wordplay between the terms Botanic and Bostani [ μποστάνι > folk Greek for “farmland” ] playfully indicates that fresh produce meets appetizing creativity.
So, another good excuse to eat your greens fellas. Enjoy.