Delilah’s is a cafe franchise in Bahrain and part of BMMI’s F&B division. BMMI are owners of a large food distribution network that built the cafe brand into a multi-unit offer with locations in three venues across the island. The cafe brand is conveniently located next to BMMI’s Alosra (‘the Family’ in Arabic) supermarkets, providing quick and convenient cafe experiences for tired shoppers. The cafe is especially popular with parents and mothers with children, and it is known for its great cakes and coffee.
The challenges Delilah faced were summarized as:
• How to position the brand for growth
• What avenues to take to increase revenues
• How to optimally position the brand for a growing market
• How to communicate its offer (of artisanal quality café experiences) clearly through identity and messaging
• How to differentiate the offer from other cafe brands in a growing market
To create the right brand for Delilah, we
• Investigated the current situation with customers and stakeholders alike
• Analyzed the findings to understand best products and biggest weaknesses
• Coupled our research findings with a strategic direction to expanding products sales via a new online channel and dedicated catering sub-brand
• Fully expressed the artisanal quality of the brand’s offer through a radically different brand mark
• Created a hand-crafted signature mark, denoting the artisanal level of food preparation
• Developed a new graphic palette, rich in artisanal aesthetics, including a crafty new brand font (Archer) and a new set of subtle, hand-drawn illustrations of spices and flavors.
The Delilah’s brand is now
• Presented as a true artisanal cafe brand experience
• Enjoying a new artisanal aesthetic, befitting the hand-crafted experience it delivers
• Utilizing a graphic language that completes the personality and appropriately expresses a brand that cares about well-crafted cakes
• Creating a perception which is fully aligned to the brand’s capability
• Being fully rolled out across all franchise locations, new online and offline offers are adding new revenue streams
Client: Delilah’s- www.bmmi.com.com
CEO: Marek Sheridan
AVP Corporate Communications: Yasmin Hussain
Brand Strategists/Designers: Unisono – www.unisonoagency.com
Brand Strategy: Amy Morgan
Creative Director: Liam Farrell
Designers: Dmitry Krasnoiarov, Hajer Ghareeb, Liam Farrell
Copywriting: Liam Farrell
