Cayenne Creative
In my time at Cayenne, I was able to work on multiple projects. Detailed below is the transformation of a restaurant called Little Donkey into Alma, Birmingham’s new fast-casual taco joint that brings the fun! I also had the pleasure of working on other projects such as rebranding Waldo’s Chicken & Beer and Banfield Pet Hospital.
Detailed Case Study
Key Elements to Client
Transparency
Through market research that one of the most attractive drivers in a quick-service restaurant is an open concept. We also determined that this would help it feel more authentic. This floor plan allowed for the food and the atmosphere to work together to create the authentic feel while setting itself apart from local competitors.
Mural Campaign
One of the large issues the established restaurant was facing was the lack of authenticity in the aesthetic. We wanted the new brand to feel vibrant and rooted in Mexican culture without playing into cliches. Thus, we derived the aesthetic from the Mexican Muralism movement to have the interior and exterior of the restaurant be decorated with murals from local artists. To play into this concept and uplift local artists, we also proposed a campign of “pop-up” murals across the city depicting icons of both Mexican culture and Birmingham culture together with QR codes to the location.
Influencer Marketing
In the world we live in today, influencers play a crucial role in the adaptation of branding and new experiences launching. We crafted a proposed influencer marketing campaign to help accelerate the launch of the rebrand and gain traffic to the restaurant in the opening months.