Hospitality Branding: Building Visual Identities in Restaurants and Food

A fundamental aspect of hospitality branding (be it for restaurants, hotels, hobbies & sports or nightlife) is deeply understanding your audience, and crafting a unique identity which intersects what you want to convey and what will hit the right note for your customers.

As notes on rebranding can feel quite abstract, below we summarise some things we took into account in 2023 when branding a restaurant chain in London, and completed the rebrand for a vegan food delivery service in the UK.

1. Understanding Your Audience and Creating a Unique Brand Identity

When we built the visual identity for Bani Gani Georgian Diner, a Georgian restaurant chain based in London, we ended up incorporating the Georgian alphabet into its branding, creating a distinctive and culturally rich identity​​ that reflects many of the fascinating things about Georgia. Something that its (mostly Georgian) clientele would feel is authentic.

Similarly, when we branded Holy, a Vegan food service, we wanted to emphasise in the visual identity a scientifically-backed, nutritionally balanced vegan meal service – while appealing to health-conscious consumers​​ along the way, without coming across as overly serious.

As companies in hospitality are often fundamentally local businesses with physical premises that the public enter, incorporating local culture can significantly enhance a brand's authenticity and appeal. Bani Gani’s use of Georgian cultural elements (above) made their brand more authentic and appealing to those seeking a genuine Georgian dining experience​​, even though the chain exists in London.

When looking at Holy, on the other hand, as it was primary a technology business with disposable physical elements (ie. packaging / takeaway) we emphasised strong scientific messaging with a playful and irreverent tone, allowing the brand to engage with both existing and new vegan audiences​​.

2. Consistent Visual Identity and Tone of Voice

Consistency in visual identity and tone of voice across all touchpoints is vital. Bani Gani’s comprehensive visual identity, which included everything from logos to packaging ensured brand recognition and coherence in messaging​​ – from its physical packaging, leaflets, menus to website(s), social media accounts, take away boxes, apparel and mailing lists.

3. Integrating Brand With Digital Platforms

Often we find our client restaurants and hospitality chains have a strong online presence, as this has become the driving acquisition channel for many of them. Bani Gani's online presence complemented their physical branding, offering a seamless customer experience. Holy’s branding project included the development of a bespoke meal plan platform, showcasing the importance of technological integration in modern branding strategies​​.

4. Evolving and Adapting

The hospitality industry is ever-changing, and so should the branding strategy. A brand may stay relevant for 5 years before it stops feeling relevant and appealing, as preferences and styles change. Bani Gani's approach to branding was not static; it evolved to meet the demands of a modern diner while retaining its unique Georgian essence.

In conclusion, effective branding in the hospitality industry requires a deep understanding of your audience, a strong and consistent visual identity, a connection to local culture, a robust online presence, and the flexibility to evolve. Bani Gani Georgian Diner's branding by Self Studio serves as an excellent example of these

Conclusion with Hospitality Branding

Effective branding in the hospitality industry requires understanding your audience, creating a unique and culturally rich brand identity, maintaining consistency across platforms, leveraging digital presence, and adapting to changing market demands. Bani Gani Georgian Diner and Holy Vegan Delivery Service’s branding by Self Studio are prime examples of these principles in action, offering valuable lessons for any hospitality branding agency.