2016 REBRAND 100: distinction

Country Base: Switzerland
Industry/Sector/Keywords: Restaurants and Fast Foods, Dining
Below: Before and After Images in Slide Show, Summary, Credits

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Spaghetti Factory – www.rebrand.com/spaghetti-factory-images
Summary

Industry Setting

The Spaghetti Factory is a restaurant group belonging to the Bindella family enterprise, which is active in the Swiss food service industry. The first restaurant was launched in 1982: today there are six Spaghetti Factories in Switzerland, including two in Zurich.

Challenge

The restaurant group is positioned in a highly price-competitive market segment. Its position has been threatened by a series of newcomers which launched international restaurant groups into the Swiss market. To keep its position sustainable in this challenging environment, Bindella decided to take the Spaghetti Factory in a new direction.

Strategy

The Spaghetti Factory’s revised branding aims to modernize the brand and appeal to a younger clientele. In order to attract them, social media channels such as instagram and facebook are used broadly and connected with the live experience at the restaurants.

The illustrative wolf symbol aims to appeal to groups of youngsters wandering through the city streets in search of the best spaghetti in town. A new menu was created featuring freshly made salads and home-made lemonades in addition to the classic spaghetti dishes. A Zurich-based artist developed a new interior design concept for the restaurant group.

Result

The agency developed and implemented a wide range of new materials featuring the new logo, illustrations and photographs: from menus to building signage to advertisements and letterheads. Moreover, [we] planned and carried out several photo shoots and ensured that the Spaghetti Factory established its brand identity digitally through a new state-of-the-art website.

Credits

Client: Bindella terra vite vita SA – www.spaghetti-factory.ch
Innovationen und Projekte: Rudi Bindella, Junior
Gesch_ftsleitung Marketing: Karin Fuhrer
Assistenz und Projektleitung: Nadja Wey

Brand Strategists/Designers: Branders Group AG – www.branders.ch

CEO: René Allemann
Brand Consultant to the CEO: Marisa GÙntlisberger
Brand Designer: Martina Keusch
Senior Brand Designer: Palma Manco
Senior Interactive Designer: Thomas Hausheer
Photography: Karin Goldinger
Illustration: Matthias Seifarth