Building a brand. The gastronomy industry.

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Erretres Insights

4 min readDec 3, 2019

Restaurants are now spaces where people seek the joys of indulging in culinary and social pleasures.

At Erretres, we have been fortunate enough to work with some very interesting restaurants in order to build their identity. From a specialised niche restaurant to a brand with a range of diverse offerings, each project has had its own challenges and interesting aspects. We have compiled some of the key learnings from our projects below:

A great restaurant brand provides a unique culinary experience, and to foster a loyal relationship with its audiences, such brands need to consider the following:

Brand architecture.

For restaurant brands that encompass a wide range of experiences under one brand, a well-defined brand architecture is imperative.

Ambience.

The ambience is one of the key factors that influence loyalty and preference for a brand among customers.

Naming and creative concept.

A sure way for a brand to stand out in the saturated gastronomy market is an interesting concept that informs its name and the brand.

Brand architecture to manage various sub-brands.

Companies that own a variety of outlets in the gastronomy industry can find it tough to manage the different brands that sit within their portfolio. A properly delineated system (known as brand architecture) can help them to manage these brands and, in turn, make it easier for their audiences to understand and relate to the various brands.

For Ramses Life, we helped to develop a brand architecture consisting of restaurants which were each catered to a certain speciality, and we developed a suitable visual identity for each one of them.

Ambience with an on-brand spatial design.

The experience of a restaurant extends beyond the culinary expertise of the restaurant. The restaurant’s brand and its identity need to be apparent in its ambience. It helps to leave a strong impression on the customers and can inspire loyalty and increased brand perception.

Our work for Nudista involved an integral brand development project which also included interior design to integrate the brand within its spaces.

For Rocacho, we worked with ‘Cuarto Interior’ to extend its brand into its interior design.

A sub-brand of Ramses, Natsuki is a restaurant that specialises in Tokyo cuisine. As well as developing their brand, we worked with other collaborators to design their spaces and services to make sure the brand experience is memorable.

Naming and creative concept that sets the brand apart.

For any brand, storytelling is an essential aspect. This story needs to be transmitted with a creative concept that represents the brand well, and which also captures the audience’s imagination. The name of the brand is one of the important elements that can achieve this.

Nudista comes from the concept that the best of any food comes from its naturalness, its essence at its naked best. This aligns with the brand’s story and proposition.

For Rocacho, a grill house, the concept of fire, rock, and the resulting ember were brought together to build its brand. This name lies at the centre of its brand identity.

To find out more about these gastronomy branding projects, follow the links below: