Bold Indian Flavors
Creating, Developing, Launching, and Establishing a Restaurant as a Culinary Brand
Zordaar, a contemporary Indian restaurant backed by celebrity chef Ajay Chopra, aimed to introduce authentic Indian flavors but didn’t want to present itself as another regular Indian restaurant in town. The brief was to create and develop a strong brand concept, establish a solid brand identity, and position it strategically to capture a significant market share among Indian and UAE residents. We were tasked with launching the brand using a celebrity face and creating strong market visibility in a highly competitive landscape
After several days of brainstorming, we identified the right USP for Zordaar: The first Indian restaurant in the UAE to offer over 75 dishes from 16 states and districts. Differentiating Zordaar from other restaurants wasn’t easy, but with our agency’s expertise and experience, we nailed the approach. We visualized how the market and audience would respond to this unique concept, setting the foundation for the brand’s identity.
Creating a 200-page brand catalog involved days of work, but once we fine-tuned the colors, logo, and design elements, we established a premium look perfect for the target audience and location. This visual identity captured Zordaar’s essence, combining modernity with Indian tradition.
Zordaar’s brand identity was crafted to reflect its modern approach while honoring Indian flavors. The restaurant’s brand look features vibrant colors, bold typography, and high-quality food imagery, aimed at creating an inviting atmosphere. The design elements showcase a cultural narrative, reflecting the restaurant’s heritage while appealing to a diverse audience. This cohesive aesthetic conveys quality and sophistication, making Zordaar an attractive destination for both casual diners and those seeking a unique culinary experience.
In collaboration with the head chef, we created a visually stunning menu design that highlighted regional Indian dishes. The menu used rich colors and elegant typography that aligned perfectly with the restaurant’s brand identity.
Professional photography and videography sessions were conducted to capture everything from food and mocktails to the ambiance, staff, and festive specials. These high-quality visuals were used across marketing materials to showcase the vibrant colors, intricate plating, and overall appeal of the restaurant.
Before the restaurant launch, we developed a clean, modern, and user-friendly website that showcased high-quality images and vibrant colors reflecting the culinary theme. The website featured simple navigation with sections for the menu, location, reservations, and contact information, along with interactive features to enhance user engagement. Bold typography and an inviting aesthetic aligned perfectly with the brand’s visual identity.
The launch event was designed as a culinary festival, inviting local influencers, food bloggers, and members of the press. The evening featured cultural performances, fun interactive games, food tasting and live interviews which generated buzz and excitement around Zordaar’s opening.
Social media campaigns were implemented in three phases: pre-launch, during the event, and post-launch. Pre-launch, teasers showcased the logo design and chef introductions. For the event, live updates and behind-the-scenes content engaged followers. Post-launch, we shared customer reviews, user-generated content that highlighted the dining experience including ambiences, signature dishes, festive specials and the staff.
Paid campaigns on Meta and Google Ads drive traffic to the website, targeting food enthusiasts and residents. These campaigns focused on unique menu items and special promotions to increase reservations.
We capitalized on Indian festivals and global events by hosting special celebrations that featured unique decor, menu items, and interactive workshops to attract diverse patrons and encourage repeat visits.
A strategically targeted PR campaign ensured Zordaar’s features in leading print and digital platforms, social media coverage, radio promotions, and influencer giveaways. Influencers were invited to experience the restaurant, resulting in positive reviews and strong media coverage.
By collaborating with key influencers, Zordaar’s reach was amplified significantly, further establishing its reputation as a premium dining destination.
Within the first 30 days of launch, Zordaar reached over 390,000 users, generating over 4,000 leads and driving 37,000 interactions. It was featured in leading publications like Khaleej Times, Lovin Dubai, Gulf Buzz, Curly Tales, and Big 106.2, as well as more than 100 digital, social, and press platforms. The brand went viral and became widely known, particularly among our targeted customer base.
Through strategic branding, marketing, and engaging experiences, we successfully launched Zordaar as a standout destination in the Indian culinary landscape, blending tradition with modern living. The foundation has been laid for sustained success.
Building a brand like Zordaar or any other brand is never a quick process. It requires consistent marketing, branding, and PR efforts, with a focus on quality food, service, and operations. With the right foundation, Zordaar’s success will not just cover investment but continue to generate steady profits for years to come.
Brand Design and Implementation, Website, Restaurant Launch, Digital and Social Media Management, PR and Influencer Management
