Serv'd Branding Strategy

This project was a collaboration with an agency in Ireland. The owners of the restaurant wanted to align their purpose and business with a new concept that allowed them to position themselves in the competitive market. Here's the strategy (in a nutshell, the original strategy is more extensive) we developed for them.

BRAND DNA

Brand Purpose

We exist because we want to help upper-class couples and families (along with their friends or business partners) to experience a unique concept involving high-quality and healthy food in a highly comfortable environment where they can feel like they belong. We want to nourish our guests in a way that will make them feel relaxed and satisfied, getting value for their money and getting the best service in the whole area.

Brand Vision

We aim to become the number one social hub spot in Westport by providing consistency within the highest quality of our food and the friendliness of our service.

Brand Mission

We are committed to inspiring, nurturing, and creating a new social experience, one healthy dish at a time, always served with a smile.

Brand Values

The best experience, consistency, quality, and connection.

Audience

Our persona is a 31-year-old woman named Nicole, who lives in Westport, Ireland, with her husband and their three-year-old son.

She’s a middle-class sales assistant, who loves to spend time with her family. She’s very ambitious, and she’s constantly working to provide a better life for her family. Nicole and her husband are currently paying for their home. Nicole is very friendly and humble (she has attributes that define “The Everyman” archetype), but she’s also very caring and warm (fitting the “Caregiver” archetype).

Nicole and her family love to go out on the weekends, but they’ve found that most of the places in their area are very uptight and they force them to order food when they just go for an occasional cup of coffee. They also struggle with the menu options for high-quality meals for kids. That's where the staff in Serv'd come in.

Difference

We help upper-class couples and families, who are looking for new and different experiences to enhance their social connections. By coming to our social hub spot, we provide a unique concept of a place, unlike those of our competitors, that has the best quality food (even in our children’s menu) and a one-of-a-kind experience with the friendliest service in the whole area. We help build relationships within a relaxed and guilt-free environment that provides a sense of belonging.

Brand Personality

Archetype: 🧔 The everyman

The tone of voice: Friendly, motivational, encouraging

Core Messaging

• We are Serv’d, a local unique space in which we enhance a different type of experience for upper-class couples and families. We provide them with a trendy space with high-quality food, for both adults and children, as well as a one-of-a-kind comfortable and affordable social hub without actually lowering the quality of our food and the friendliness of our service.
• We help our customers build their relationships, both personal and for businesses. Whenever they come to Serv’d, they feel happiness, relaxation, comfort, satisfaction, but mostly, they get high value for their money.
• We aim to become the number one social hub spot in Westport by providing consistency with the highest quality of our food and the friendliness of our service. In order to get there, we are committed to inspiring, nurturing, and creating a new social experience, one healthy dish at a time, always served with a smile.
• Our core values are:

1. Providing the best experience
2. Consistency in both the quality of our food and the friendliness of our service
3. Quality by providing the best quality on our dishes and attention to detail
4. Connection by engaging with each and every one of our customers and making them feel at home.

Tagline

People. Love. Food