02 / ZAFRAN - REBRAND & BRAND EXPERIENCE
02 / ZAFRAN - REBRAND & BRAND EXPERIENCE
Same soul.
New chapter.
Repositioning an established Indian restaurant brand for a new generation.
Repositioning an established Indian
restaurant brand for a new generation.
Same soul.
New chapter.
Same soul.
New chapter.
Repositioning an established Indian
restaurant brand for a new generation.
THE THINKING BEHIND THE CHANGE
THE THINKING BEHIND THE CHANGE
Market research and a review of Zafran’s existing customer base shaped one clear direction: Make Zafran feel current without making it feel unfamiliar.
Market research and a review of Zafran’s existing customer base shaped one clear direction: Make Zafran feel current without making it feel unfamiliar.
Established
loyalty
Established
loyalty
→
Contemporary
relevance
Contemporary
relevance
Then
Then
Now
Now
BRAND IDENTITY
BRAND IDENTITY
A more contemporary identity, built around what made Zafran recognisable.
A more contemporary identity, built around what made Zafran recognisable.
MENU
MENU
A redesigned menu that made the food easier to explore while carrying the new identity forward.
A redesigned menu made food easier to explore while carrying the new identity forward.
INTERIORS
INTERIORS
A warmer, more contemporary environment designed around a relaxed dining experience.
A warmer, more contemporary environment designed around a relaxed dining experience.
UNIFORMS
UNIFORMS
Uniform concepts that extended the identity into the service experience.
Uniform concepts extended the identity into the service experience.
BRINGING THE NEW ZAFRAN TO MARKET
BRINGING THE NEW ZAFRAN TO MARKET
Loyal customers and invited Dubai influencers were among the first to experience the new location.
Loyal customers and invited Dubai influencers were among the first to experience the new location.
Radio Advertising
Radio Advertising
Radio activity introduced the refreshed Zafran and supported awareness around the opening.
Radio activity introduced the refreshed Zafran and supported awareness around the opening.
Exclusive launch event
Exclusive launch event
An invitation-only event gave loyal customers and influencers a first look at the new experience.
An invitation-only event gave loyal customers and influencers a first look at the new experience.
Dubai Hills Mall partnership
Dubai Hills Mall partnership
Working with the mall’s marketing team helped extend the launch to a wider local audience.
Working with the mall’s marketing team helped extend the launch to a wider local audience.
THE ROLLOUT
THE ROLLOUT
The refreshed concept was tested in one restaurant before being rolled out across seven locations in the UAE and Saudi Arabia.
The refreshed concept was tested in one restaurant before being rolled out across seven locations in the UAE and Saudi Arabia.
1
1
PILOT
RESTAURANT
PILOT
RESTAURANT
→
→
7
7
LOCATIONS
UAE & SAUDI ARABIA
LOCATIONS
UAE & SAUDI ARABIA
RESULT
RESULT
A more contemporary Zafran, rolled out at scale.
A more contemporary Zafran,
rolled out at scale.
Project attribution
This work was completed in a previous client-side role and is shown as evidence of experience brought to 30TEN. The rebrand and launch were delivered with internal teams and appointed creative and production partners. Brand names and project assets remain the property of their respective owners.
Project attribution
This work was completed in a previous client-side role and is shown as evidence of experience brought to 30TEN. The rebrand and launch were delivered with internal teams and appointed creative and production partners. Brand names and project assets remain the property of their respective owners.