Creating a new fast-casual dining experience
A contemporary representation of the tropics, celebrating the intense flavours of Caribbean cuisine.
The client was able to articulate the value proposition to company stakeholders and develop a franchise model.
- Brand Strategy
- Identity Design
- Product Packaging
- Website UX
- Custom Fragrance
Jerks was a concept for a new fast-casual restaurant devised by Daniel, the company’s founder. As a fitness fanatic and a lover of West Indian food, the client noticed that there weren’t any Caribbean takeaways in London serving healthy food options.
Usually, ordering food from a Caribbean takeaway is a forgettable experience, where food gets distributed in generic takeaway boxes or brown paper bags that become greasy from cooking oil. Caribbean food is rarely considered a nutritious meal option – something Daniel, the client, was keen to explore.
The Client’s wanted to develop a brand with health and nutrition are at the heart of Jerk’s offering. The idea was to serve flame-grilled spicy chicken and hot sides made to order, with an assortment of cold-pressed juices, smoothies and salads prepared on site.
Typically, when consumers think of authentic Caribbean food, they tend to think of hot ‘jerk’ seasoning or calorific deep-fried street food dishes. Our challenge was to shift the paradigm and deliver a concept that would appeal to health-conscious consumers looking for a nutritious lunchtime meal.
It was important to the client to show another side of the West Indies. A diverse story that transcended typical stereotypes of rum shacks and reggae music. Drawing on personal experiences of holidays to the West Indies, we collaborated on brand strategy and chose a distinct visual direction that celebrated Caribbean culture.
The vibe we intended to capture for the visual direction was reminiscent of Friday nights at the Oistins Fish Fry, a fishing village and tourist hotspot in Barbados that’s a hive of activity every weekend.
Image: mood board
It was vital for Daniel to communicate the value proposition of his concept to potential partners. Before working with us, the client struggled to raise finance or secure a prime location for his first outlet. Landlords were reluctant to enter into a lease agreement because they hadn’t tried Caribbean food before and had concerns about its popularity with diners.
To overcome these objections and sell the concept to stakeholders, we worked with the client to develop a brand identity that would take the customer’s senses on a journey. Through cohesive design and messaging and even creating a custom fragrance for hand wipes, we uniquely captured the essence of the Caribbean in a way that allowed others to buy into the client’s ideas.
As a result, the client successfully secured a prime location for his first restaurant and move forward with his business plans.
Image: menu samples