F-1-59. Development of corporate style for Gorilla karaoke club

Agency	Folga
Creative head	Maria Plotnikova
Author of idea	Timothy Dudin
Product	Gorilla karaoke club
Description	Background Task To re-brand the restaurant. The Godzilla Restaurant had an issue: its expected target audience had nothing in common with the real one. That really hit its business performance indicators and prompted the need to alter the restaurant’s concept. Solution To protect the outlet from unwanted target audiences. For that purpose a new brand with a philosophy unacceptable for the given unwanted target audience was designed. At the same time that philosophy was to be perceived as attractive by those who are desirable audience, those who are ‘young in heart’. The idea of plunging into effervescent atmosphere of a ‘wild’ feast found its real implementation in the slogan: “Wildly tasty and dreadfully hilarious!” thus merging approaches towards the cuisine and the format of amusements in the restaurant. The changes covered everything from the naming to business processes. The new brand style suggested to the restaurant is reflecting the new philosophy behind it. Adopted recommendations on interior design allowed to further enhance the effect of the outlet format change. All the recommendations were also included in the brand book. The expected outcome was achieved within two months and showed an increase in business performance indicators.
Team members	Maria Plotnikova, Timothy Dudin, Boris Zelenkevich, Andrey Zhulidin

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