Re-branding of the middle east art cafe, in Greenwich Village New York.
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Opportunity:
CURRENT STATE / CONCERNED:
Lots of competition
Not big enough Muslim population to be familiar with the Islamic theme
The strip club in the area with a similar name
The current theme is not attractive to target demographic.
Nearby University, Parks, Points of Interest to youth (Target Demographic)
Lots of interest in South Asian / Indian Cuisine.
There are other Indian Stores/ Restaurants that fit thematically in the area
BRAND-NAME IDEA:
Current State / Concerned:
Pomegranate / Anaar / Anar / انار (urdu / hindi / farsi) / Raman in Arabic (رمان)
Company Description: Previously called “Habibi” is a middle eastern restaurant in Greenwich Village of New York that makes and distributes delicious food, salads, and drinks. The main product is delicious food made with love for our customers (tourists, neighboring district families, businessmen, and students).
Our target audience is middle-class businessmen, tourists, university students and residents predominately of 25-40 years of age.
With brand we want to convey simplicity, memorability, brightness, being upbeat and inviting to target audience.
Color Style Preference: shades of purplish red, pink, white, and black.
MIDDLE EAST ART CAFE:
Easily recognizableIt is a beautiful fruit and symbol (plenty, fertility, abundance)Used in many parts of the world: middle east / Turkey / India / South AsiaIt has the color palette and used in ornamentsIt is cross-cultural (Egypt, Armenia, Azerbaijan, India, Greece, Middle East, China, etc)It is neutral in terms of religion but also used by many religions as a symbolEasily adaptable as a logo.Can take many forms and is very versatile.Seed / Fruit / Flower and tree can be used as elements of designGoes well with white.StrikingCan be used in signature dishes.Can be used as decoration (Whole Dried fruit, photographs, paintings, art)