In the competitive world of ghost kitchens, where businesses often operate behind the scenes, our client, an innovative entrepreneur, envisioned a bold departure from the norm. They aimed to create a physical destination, merging well-known fast-food brands with emerging eateries under one roof. Unsubtle was not just to be a kitchen conglomerate but a vibrant, branded space that embodied the essence of an urban, adventurous lifestyle. La Visual was engaged to bring this vision to life, crafting a brand that would transform how people perceive and engage with ghost kitchens.
The main challenge lay in redefining the typical ghost kitchen experience. Traditionally, these are places where customers 'grab and go,' but Unsubtle aspired to be more—an upscale environment that encouraged people to linger, work, and socialize. The task was to build a distinct brand identity that communicated this shift, making the space a desirable destination while also ensuring it resonated with the lifestyle aspirations of a diverse, urban audience.
Our process began with comprehensive market research to understand the needs and desires of individuals who prioritize autonomy and the freedom to choose their dining experiences. This research informed the strategy, leading to the creation of a brand essence centered around the idea of being "urbanely adventurous." Our team worked closely with the client to ensure every element of the brand aligned with this essence:
Brand Positioning & Strategy
We developed a brand strategy that balanced high-end sophistication with vibrant, expressive elements. This set the tone for creating a space that invited exploration and comfort.
Visual Identity & Naming
The visual identity for Unsubtle was crafted to stand out, blending refined design with dynamic color schemes. Our methodical naming process led us to choose "Unsubtle," a term that evokes clear expression and boldness, further enriched by its growing popularity in the UK, adding a touch of British elegance.
Collaboration Across Disciplines
To ensure the physical space embodied the brand's spirit, we worked closely with interior designers and architects, coordinating every detail to craft an immersive, cohesive environment.
The Unsubtle brand identity successfully merged a polished, sophisticated exterior with an energetic, colorful interior. Using Swiss typography, distinct color palettes, and purposeful messaging, we created a brand that invited customers to experience a modern, urban lifestyle. The carefully selected name "Unsubtle" underscored the concept of clarity, expression, and boldness, aligning perfectly with the brand's adventurous spirit. Additionally, the adaptable brand strategy ensured that even with unexpected setbacks, such as one location being lost to eminent domain, the brand could transition smoothly into new environments.
Our experience with Unsubtle reinforced several key lessons about creating brands for physical spaces. First, comprehensive planning and collaboration with interior design professionals were crucial in ensuring a cohesive and immersive brand experience. Second, a deep understanding of the target audience and their lifestyle aspirations allowed us to build a brand that truly resonated. Lastly, our flexible branding approach enabled us to adapt to unforeseen challenges, demonstrating the strength of strategic brand design.
With the client’s visionary leadership and our dedication to building meaningful, authentic brands, Unsubtle is poised to make a memorable impact in the culinary space, setting the stage for a successful launch that will redefine the ghost kitchen experience.
We wanted to create a brand with a name and essence that would transcend any single destination. Unsubtle is about being unafraid of who you are. It's a brand that people can identify with.
