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Meaningful cuisine.
Branding a new Charleston restaurant, from concept to table.
- Client
- Categories
- Brand Strategy
- Branding
- Content
- Messaging + Narrative
- Photography
- Video
- Websites
- Industry
- Hospitality
- High-Level Deliverables
- Concept & Naming
- Brand Identity
- Brand Guidelines
- Photoshoot
- Website & Social Media
- Packaging
- Uniforms
- Menus & Signage
The Issue
Northwood Hospitality was planning to open a sister restaurant to its renowned Peninsula Grill directly next door. The new restaurant needed its own identity, but it was important for its patrons to know of its connection to the original concept. Based on this and the restaurant’s plan for decor, menu and “vibes,” Ethos was brought in to come up with naming, branding, and launching the restaurant’s new identity.
The Solution
“Benne’s” was chosen as the restaurant’s name. “Benne” is an African plant that was thought to bring good luck. The Gullah people called it the “goodwill” plant, and, even today, the wafers are said to bring good fortune to those who eat them. Benne’s restaurant is a nod to Charleston’s rich heritage. The tagline, “by Peninsula Grill” was added to connect the two restaurants. This brand connection and their physical proximity allow the two to help each other by cross-promoting.
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The Outcome
Ethos created a comprehensive branding package including logos, icons, brand guidelines, packaging, uniforms, menus, signage, merchandise, social media templates and collateral materials for the restaurant’s launch. Ethos commissioned and coordinated a branding photo shoot. Ethos also designed and developed Benne’s new website in WordPress, complete with ecommerce functionality, so users are able to order Peninsula Grill’s famous coconut cake from anywhere in the world.
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