BRANDING | MENUS | POINT OF SALE | VIDEO
Breathing new life into an Italian restaurant by injecting some British humour.
The Restaurant Group concession Est Caffe is an Italian restaurant / café / bar operating in Luton Airport. A continuing success story for the Group, the outlet is an important brand within the portfolio.
The site had a beautiful Italian menu offering everything from meals to linger over, to quick bites. In spite of the quality of the offer however, footfall wasn’t as high as predicted and the brand needed to engage audiences within the wider Luton Airport traffic.
Whilst Luton Airport services a large number of business travellers, it also attracts groups of friends and family, going on a low cost trip and who are looking for a less formal eating experience.
This was a target group the brand felt it could engage with better and improve footfall as a result.
Dunk Design felt it was important to retain the Italian elements of the brand but could see the potential to make the design lighter and brighter, and a bit more fun.
LEVERAGING CUSTOMER EXPERIENCE
Dunk wanted to develop the look and messaging to expand the appeal and highlight the quick in and out experience it could be. Bringing this message into the design process was key to shifting awareness.
INNOVATION THROUGH DESIGN
Dunk went on to create a look and feel based on the concept of ‘The Italian Job’ – incorporating Minis and incorporated a ‘route’ that led the customer to some of the key menu messages.
This innovation in point-of-sale and menu design, directly engaged customers and driving them towards the fun side of the inherently Italian brand.
After launch footfall continued to increase and, with a promotional video running on screens within the departure area, the concept continued to grow.