RAW Ingredients
Branding, Content Creation, Social Media Management, Web Design
Challenge
RAW Ingredients approached BCKYRD with an age old marketing dilemma. There was a disconnect between the quality of their product -- extremely high quality sushi -- and the quality of their brand marketing. Located beachside on Tybee Island, RAW wanted to ensure that every customer touchpoint showcased and guaranteed a consistent, authentic brand image. In addition, the RAW team wanted a marketing system that created a consistent online presence, allowing travelers to find RAW Ingredients on search engines and food sites.
Approach
We created a three-tiered, strategic approach: a complete rebrand, social media content to match, and an updated website that fostered an understanding of product quality, company culture and leadership.
We knew that before any content was produced, there was a need to nail down the master brand aesthetic and narrative.
To design a new logo, our design team started with selecting an updated typeface. We wanted to choose something reminiscent of the current foundation for RAW, adding a hip edge that spoke to the aesthetic found within the physical space. We pulled inspiration from the chalkboard walls that line the restaurant interior, which serves as a blank canvas for RAW employees to create a unique experience for every guest - just like their sushi.
BCKYRD pulled this new logo and typeface to reach into additional marketing collateral: business cards for the founders, menus for both in-store, website, and TV display, apparel, chopstick sleeves, postcards, and a landing page mockup.
Solution
Once our team had finalized the logo and typeface, it was time to bring the rebrand to the digital landscape. RAW used two words to describe their product: social sushi. A high quality, delicious food item consumed in a casual, lively, communal atmosphere.
We used this idea to focus our content production and campaigns on three integral, cohesive elements: the making and art of the sushi, the restaurant vibe, and beach lifestyle. Our production team drove to Tybee Island and captured both video and photo content to be used across social media and food review sites, pulling from Vans and Levi’s’ natural, fresh art direction.
Process Video
Deliverables
Results
50
Videos Produced
100+
Photos for Social Media
1
Complete Rebrand