As a brand designer, our role is to encapsulate the essence of a company, product, or service in a name that resonates deeply with its target audience. We’re excited to share our creative process for naming a new restaurant, crafting creative menu item names, and developing a winning tagline.
Project 1: Unveiling an Aquatic Gem – Naming a new marina-side restaurant
The restaurant was located alongside an inviting marina in Redondo Beach, CA. Imagine a cool summer vibe, upscale dining, mesmerizing fire features, and the sounds of a Southern California marina as you dine. This set the stage for our naming process.
The steps in our creative process are similar for all naming projects, be it a restaurant, consumer packaged goods, or a service business:
- Understanding the Brand’s Identity
- Researching the Existing Market
- Defining the Target Audience
- Brainstorming and Ideation
- Naming Options & Refinement
- Presentation
- Branding and Implementation
The restaurant was located on the bottom level of a new three-story Epicurean building that was intended to house large parties and events adjacent to Shade hotel (a secondary location for the Shade Luxury Boutique Hotel brand). Our project included naming all three levels of the building, as well as developing an overall tagline.
We presented 4 different main concepts:
- WATER
- NAVIGATION/MAP COORDINATES
- THE ELEMENTS
- LEVELS
Ultimately the “Levels” concept won! And, Sea Level Restaurant & Lounge @Shade was born.
We named the middle level “Horizon”, and the top, open-air level “Sky”. This concept transitioned into the perfect tagline for the building as well: “An experience on every level”.
We were so honored to be involved in this project as the major construction project swirled around us. After the naming was finalized, we developed the logo and further branding of the restaurant. If you get a chance to visit, meet a friend at Sea Level! It won’t disappoint.
Project 2: Uniting Flavor and Fandom: The Art of Naming Menu Items for Colin Cowherd’s The Herd – Burgers, Bets & Brews at The Brews Hall.
We had the honor of crafting menu item names that captured the essence of this sports-themed restaurant and paid tribute to national sportscaster, Colin Cowherd. Here is the process we used:
1-IMMERSION:
We researched everything possible as it related to sports of all kinds. Names of plays, penalties, common terms, even betting references. But more importantly, we listened closely to Colin’s show. He uses several signature phrases and names for his show segments that repeat daily or weekly. This was crucial because it tied directly to him and what he was known for as opposed to a random sports-themed restaurant.
2-BRAINSTORMING & REFINEMENT:
We played with descriptive adjectives, metaphors, alliterations, and puns. Each word choice was intentional, aiming to capture the essence of the dish in a name that is both evocative, memorable, and on-brand. With a plethora of name options, we embarked on a process of refinement.
3-PRESENTATION & DISCUSSION:
We curated a selection of the most promising names and evaluated them against the brand’s identity, target audience, and market context. When presenting options to our clients, we aim to foster the most collaborative environment. In this case, we ensured that each menu item name struck the perfect balance, seamlessly marrying sports fandom and delicious dining.
4-UNVEILING A WINNING LINEUP:
After collaboration and thoughtful refinement, we proudly presented a winning lineup of menu item names. Each name encapsulated the spirit of The Herd, and the vibrant world of sports. From the “Blazin’ 5” Burger line up (IYKYK) including options like “The Double Play”, “The Favorite”, and the “V-Burger” to the “Over-Unders” Ice Cream Sandwiches, these names created a memorable dining experience for guests.
After the initial Namestorming, we were lucky enough to continue working on visual branding for the menu, logo, and ancillary beer can designs as well. This entire project was truly the most fun we’ve ever had. Colin and the whole Brews Hall team were also the best partners to work with!
Project 3: Crafting a Tagline for Rock & Brews Restaurant
This is the creative process we used to craft a powerful tagline for Rock & Brews – a restaurant that embraces the spirit of rock ‘n roll with epic food, masterful brews, and an amplified experience: “Serving Those Who Rock”
We appreciate the immense importance of a well-crafted tagline in shaping the identity and perception of a brand. A tagline serves as a powerful tool to communicate a brand’s essence, values, and unique selling proposition. When consistently used across various touch points, it can become synonymous with the brand itself.
1-ASSEMBLE FOUNDATIONAL INFORMATION:
This informs the style and language used in the tagline.
- Understand the Brand: Its values, mission, personality, voice, unique selling points, and target audience.
- Define Objectives: What message does the brand want to convey? Is there a specific emotion or response it aims to evoke?
2-GENERATE A WIDE RANGE OF IDEAS WITHOUT ANY JUDGMENT OR LIMITATIONS:
Then refine the wording, ensuring brevity and clarity.
- Brainstorm Freely: Allow ideas to evolve and build upon each other. Explore angles, metaphors, alliteration, wordplay.
- Avoid existing trademarks and legal challenges.
- Test and Iterate: Gather feedback regarding perception, emotional response, and understanding, but most importantly check the USPTO website for legal challenges
3-FINALIZE AND INTEGRATE:
Add the tagline to existing assets to create brand awareness and reinforce the brand’s positioning.
This tagline has “served” the brand well (no pun intended) and has held up over the years. We played on the word “service” as it relates to the restaurant itself, and included “those” who rock, as a way to appeal to a community of like-minded people. It is used on menus, signage, merch and promotions.
Once the ideal name is chosen, we are often called upon to craft a visual identity, intertwining design elements, colors, and typography to breathe life into the chosen name. With meticulous attention to detail, we create a cohesive brand experience that will resonate with the target audience, leaving an indelible mark in their minds.
If you are looking for creative naming options for your business, brand, or product…we can help! Let’s chat.