If you are reading this, you will already know that a strong brand is fundamental to the success of your restaurant at this time. A good brand is more than the visual identity i.e. The company Logo or your signage. A good brand communicates its values and ethics in everything it does, be it social media or website presence, the menu and especially the restaurant premises itself.
When working on the restaurant design for a client, I always ensure that the interior design reflects the brand identity. Here are a few simple ways to ensure you incorporate your brand into your restaurant interiors.
Consider your clientelle
Sounds obvious, but you will be surprised how many people focus on having beautiful interiors without considering the clients that they serve. Nearly every restaurant owner I meet now wants “Instagrammable Interiors”. There is no doubt Instagram has helped raise the profile of millions of businesses worldwide, but does that mean its right for you? For example if your restaurant has a more mature target audience, in general they won’t appreciate an interior full of bright Neons and crazy patterns. Instead you would opt for a more toned down scheme.Why is this important? Targeting your loyal clients will mean repeat business. What you don’t want is people coming in once to take pictures and then never being seen again. Tailoring to the needs of YOUR clients will reap the benefits much more 5 minute social media fame!
2. Think about your message
What are your brand values? Do you donate a portion of profilts to charity? How do you incorporate sustainability into your business? Do you support local artists or makers? Are you commited to serving your community? Whatever it is that your business stands for, your clients need to know about it! I have seen so many businesses wonder why people don’t understand whatever it is that they are passionate about. The number one reason they don’t, is because you don’t tell them! Your message can be communicated in many ways:
Online presence- make sure your ethics and brand values are clearly communicated on your website and in all your online presence. This includes your brand colours as well as your copy. Your branding and web designer will be able to guide you on what this looks like. Any community or charity projects you work with should be clearly highlighted and appropriate links should be displayed. You need to shout about why customers should choose you over competitors!
Shop Front Signage - Think about what you feel when you see a high end restaurant from the street compared to your local chicken shop. Where do you want to position yourself? Your shop front is your business card to the outside world and first impressions matter!
Interior graphics - Is your menu communicating your brand effectively? This is a great way to tell your clients what you are all about. Communicate your story in an interesting way to captivate and educate your clients! If your menu is quite minimal, how else can you commuincate your messaging? Many restaurants incorporate vinyl graphics or murals within their interiors to express what they are all about.
3. Your brand colours
When working with your brand designer, you should be provided with your brand colours. These are not limited to your logo or your website and should be incorporated in some way through your interiors. This gives a unified and clear brand image that your clients will be able to relate to. This does not mean however, if your brand colours are pink and white for example that your entire interior scheme should be those colours. The most effective use of brand colours are when they are used in a subtle and discreet manner. In addition colour psychology is vital when considering restaurant inetriors, so if certain colours are used within your branding, they may not work for your interiors. As an example blacks and browns are though to supress appetites, whereas red and orange stimulate hunger! This is not a rule set in stone of course and your interior designer will help you navigate this!
Following these 3 simple steps will ensure you comunicate your brand clearly within your restaurant interiors. Remember to think like your potential client and cater to them, after all happy clients will mean a happy restaurant all around!