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SOHO

Restaurant as the heart and the rhythm of the city

For our client SOHO Restaurant&Bar we developed marketing and event strategy, created a new complex branding and positioning concept. After analyzing the market, studying the segment and audience, we elaborated the service and the corporate culture of SOHO. We wanted this place not only be visually qualitatively new for the city, we aimed to renew and highlight it from the inside.

ABOUT THE PROJECT

SOHO Restaurant&Bar is the heart of Dnipro, the legendary restaurant.

It is as a symbol of a beautiful life that everyone wants to live. This is a two-level area for relax and enjoyment. On the first floor there is a luxurious bar. Twelve-meter bar, cozy tables with dim lights and atmospheric decor items. It is pleasant to spend a lot of time here. On the underground floor there is a VIP-hall for 50 guests. And the pride of the restaurant is the wine room, where more than 70 collection wines are presented.

We outlined the strategy of marketing, event and content directions. We created a corporate guide to improve and maintain the level of service, developed a complete brand book, identity and verbal messages. They gave the mood and character of the brand, what helped to favorably distinguish the institution.

The main thoughts of the SOHO brand that we have outlined:

# Messages for the target audience - visual aesthetics as the foundation for building a brand image. And it should be in absolutely every detail.
# True service starts where standards end. For example: standard service means umbrellas, blankets, a compliment to coffee or tea.
# Service is more than: customer card - taxi call, disposable ballet flats, icebag, personalization. For private events - delivery of gifts and flowers to home. Satisfaction of the guest’s event. Date - the client’s desire - the result. Event marketing as a significant part of the business model.
# We work not as B2B or B2C, but from person to person. Only personalization and a truly individual approach are the features of a high level of service.

SOHO IS THE HEART AND THE RHYTHM OF THE CITY

Messages for the target audience — visual aesthetics as the foundation for building a brand image. And it should be in absolutely every detail.

True service starts where standards end. For example: standard service means umbrellas, blankets, a compliment to coffee or tea. Service is more than: customer card - taxi call, disposable ballet flats, icebag, personalization. For private events — delivery of gifts and flowers to home.

Satisfaction of the guest’s event. Date — the client’s desire — the result. Event marketing as a significant part of the business model.

We work not as B2B or B2C, but from person to person. Only personalization and a truly individual approach are the features of a high level of service.

KEY THOUGHTS OF THE SOHO BRAND THAT WE OUTLINED

The concept of the brand and its visual symbols are smooth shapes enclosed in a circle. Thus, we metaphorically conveyed the synergy of the processes that provide the result. The pattern is petals. Here our main idea is the flower of life, wave and water as an important element for a person, drops and a sphere, versicolour. For us this brand is active, developing, non-trivial. The symbolism in our format absolutely successfully conveyed all our moods. The color scheme is classic as a basis. Black, gold and white.

It is this simplicity of forms that makes it possible to put imagination into action, to understand and accept the brand in one’s own way.

VISUAL ELEMENT: LOGO AND COLORS

For this client, we developed full components of the restaurant. Created a printed menu, business cards, craft and black bags, guest discount card, staff badge, gift certificate, ribbon, envelope, box and takeaway cup, sugar stick, napkin, set and matches.
We prepared templates for the design of posts and stories in social networks, helped to make a correct and effective content strategy.

BRANDING IN DETAILS

Since the restaurant is located in the very center or in the heart of Dnipro city, the ideas for verbal messages based on this. The heart of the city, the heart of movement, the rhythms of the city.
It`s time to SOHO! Life in the rhythm of SOHO! Thus, we tried to convey the atmosphere of the epicenter of Dnipro events. The brand is alive, it keeps up with the times together with its guest.

SOHO is more than a brand. It is brand — infrastructure, brand — service, brand — product. We saw the desires and needs among guests and residents of the city. We thought and implemented with this client a truly new level of service and visual positioning of the restaurant on the market. Today SOHO is a place to return to.

VERBAL MESSAGES

MOVA: CRAFT BEER TALKS TO YOU IN UKRAINIAN

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