Casual dining chain Giraffe rebrands business for the Instagram generation

Giraffe World Kitchen

Casual dining chain Giraffe has relaunched its business as ‘Giraffe World Kitchen’ and claims it has already seen sales rise 13% in sites where the new look has been rolled out.

The company, which was owned by Tesco until its sale to Boparan Restaurant Holdings last year, hired integrated branding agency Ragged Edge to deliver a new brand positioning that it hopes will mark a new chapter in its growth.

Ragged Edge worked to a tagline of ‘Taste A Whole New World’, which it brought it to life through a new logo, visual identity and tone of voice. The agency has overseen the application of the brand across every touch-point, internally and externally.

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Since its formation in 1998, Giraffe has launched 48 restaurants in the UK and for globally.

But with competition getting fiercer, bosses felt it was time for Giraffe to re-establish what it stood for.

Max Ottignon, co-founder of Ragged Edge, explained: “The challenge was to remain relevant with its loyal customer base of families during the day, while attracting a whole new generation of evening diners demanding Instagram worthy-moments with every bite.”

Following a comprehensive research phase, Ragged Edge developed a range of propositions focusing on different elements of the offer. Consumer testing led to ‘Taste A Whole New World’ emerging as the clear winner.

Ottignon says: “The new brand idea gives Giraffe a purpose that resonates with both existing customers and the new target audience of experience-hungry millennials. Just as importantly it’s true to its founding purpose: to travel the globe in search of the world’s best dishes.”

Inspired by the sign-writing common to independent restaurants all over the world, Ragged Edge created a set of hand-painted typefaces designed to give Giraffe World Kitchen a credible and authentic voice.

The colour palette is bright but rooted firmly in food, while photography and illustration focus on telling the stories around each dish.

A new logo makes sense of the name, playing on the giraffe’s unique ability to raise its head above the trees in search of new discoveries.

To ensure there was substance to the new brand promise, Ragged Edge worked closely with Giraffe to embed the new brand across every element of the business. It collaborated with the food, marketing, interiors and training teams to deliver a coherent, joined-up experience along every step of the guest journey.

In addition, it delivered a new communications strategy alongside a menu suite, signage, uniforms, POS and a series of integrated brand campaigns.

The identity is currently being rolled out across the Giraffe World Kitchen estate. To date, each remodelled site has delivered an average uplift in like-for-like sales of 13%.

Alex Meyer, marketing director of Boparan Restaurant Group says “Repositioning Giraffe as a world kitchen has given us a clear purpose that resonates with both existing diners and a new audience of young professionals. Ragged Edge has helped us transform the Giraffe experience – not just how we look and sound, but how the brand behaves across every channel, touch-point and audience. The results speak for themselves.”

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