Branding a 30-year-old local restaurant to remain top of mind in its community and stay ahead of competition.
Positioning and strategy
Now celebrating its 30th anniversary, Raymond’s has garnered a reputation in northern New Jersey as a local go to with the charm of a quaint SoHo or Parisian cafe. Raymond’s has worked with a few agencies (our friends and so-called competitors even!) over the years to create their basic brand elements. Because of Memo’s long-term collaboration with the iconic West Village restaurant Florent, we were engaged to help them “put the pieces together” in order to solidify the brand experience and communicate their unique perspective on life in the suburbs. Our work has been that of story telling in the broadest sense. Through ads, promotions, and printed collateral we created a brand narrative that goes far beyond the basics of the food Raymond’s serves. We created an off-beat celebration of local culture, suburban pride, the extended Raymond’s family of staff and patrons, and the thrill of feeling like your “part of the tribe.”
This past year we’ve worked with Raymond’s to create a more unified suite of branded collateral materials. This meant a the design (and in some cases, re-design) of take out packaging, stationery, and menus. Now, everything that customers take out of the restaurant is as distinctive looking and memorable as the Raymond’s experience itself.
Is it working? 30 years in business and still going strong — just saying.