Spearheaded the end-to-end integrated digital marketing, social media, print and traditional media communications, branding, events, and PR activities, which culminated to the restaurant winning 3 National Awards in the span of 2 years.

About

The Cottage Cheese’s dining experience is designed to create meaningful connections with the people and Indian food culture represented by every ingredient of the delicacies. The team in-shop continuously explores new ways to elevate experiences each day and each customer is welcome to be an equal partner in their journey.

Situation

Tasked to convert the ‘brick & mortar’ eatery into a defined contender in the industry by completely transforming the brand’s identity and overall positioning in the F&B industry. The primary ask was to refresh the brand’s personality 360° by creating a revamped logo, defining the entities core values, ethos, mission, and devising a defined roof that would house all the sub-branding components such as the dos and dont’s of logo, application styles, colour palettes, design system including mnemonic elements, typography, stipulating a set tone, voice and language of the brand, social content overhaul, content strategy, etc.

Solution

I began by studying the industry ongoings, monitoring the contending competitor activities, researching market trends, all while brainstorming extensively with the Founders of The Cottage Cheese - urban indian and developed a constructive plan of action that entailed the below exhibit. The first step was to revise the logo using the grid system that provides geometric accuracy in order to scale the logo stably. The subsequent branding tactics were then woven together in a single fabric as showcased below.

Before

After

Logo Colour Scheme

Seasonal Branding Strategy

The restaurant aimed at crafting 2 seasonal à la carte menus to celebrate a year’s 2 dear and premier seasons: Summer and Winter. My branding strategy connected the kitchen to all the communication means and mediums, through consistent thematic colourr scheme applications that captured the essence of the season in focus.

The approach flowed from the plates—featuring fresh, vibrant and seasonal produce—to our social media and digital content. Our messaging also reflects summer's light, vibrant energy, creating a complete brand experience that brings the season to life through both ‘food’ and ‘visual storytelling’.

Summer

Winter

OOH Publicity

Typography

Brand Imagery

The execution emphasised on freshness, vibrance, zest, with a sense of the outdoors mingling with the indoors, thereby incorporating openness, easy and clean shots using natural light photography. This approach enhances the perception of the brand’s conduct in the digital as well as the offline ecosystem.