RAD Creatives | Corporate and B2B Branding

RAD Creatives was hired by a restaurant chain owner in Metro Manila, Philippines, who was looking to introduce a new Mediterranean restaurant concept to the local market. The owner selected RAD Creatives based on a friend's referral and their reputation for a clear, versatile, and approachable design style. The RAD Creatives team, consisting of a brand strategist and designers, led a brand workshop to clarify the company's objectives and vision for the brand. Taking into account the unfamiliarity and intimidation diners often felt towards Mediterranean cuisine, RAD Creatives designed a brand strategy and identity for the new restaurant named Babaghanoosh. The strategy positioned Babaghanoosh differently from its competitors, and the brand identity was created to be approachable, casual, and fun. The aim was not to communicate an authentic Mediterranean restaurant, but rather a restaurant where Filipinos would feel comfortable dining. The client worked directly with the RAD team and appreciated the emphasis they placed on the brand's strategy and personality before proceeding with design executions.