Take two award winning Indian Chefs with experience in working in some of the top hotels in India. Export one to a top Parisian kitchen and infuse with European cooking techniques and Michelin Star culture. The results are the unique, beautifully European styled dishes, infused an ancient Indian knowledge of herbs and spices.
Saffrons is regarded as a very special place to dine, and enjoys a loyal customer base who visit frequently. However with the opening of several new Michelin star quality restaurants the need to attract new customers and raise awareness of the unique dining experience on offer was identified. I was delighted to take up the (delicious) challenge of communicating the thrilling and often surprising dishes that are truly more than they seem at first sight.
The restaurant has undergone recent refurbishment but still retains a traditional style that compliments the Hotel De France, where it is situated. The exquisite dishes have been captured by the very talented Karl Block who forms part of the marketing team within the Hotel, so making the food look good was easy - but conveying the experience through the brand and copy a little more complex.
Following consultation with the hotel and restaurant marketing board, interviewing the two head chefs, and of course enjoying a taster menu for the full experience I was totally inspired and ready to go.
The logo was redesigned to have two strands of Saffrons, crossing in a kiss. Colours are kept warm, earthy, and sumptuous. This is coupled with the use of a ‘flower of life’ design which appears to break apart and marinade over the other graphics with seeds, star anise and strands of saffron coming from the main body. The star of life is a depiction of the very start of a human life, following fusion – an ancient symbol which serves to fuse the two cultures further in the mind of our target audience.
Following an in depth copy writing process, the campaign has commenced with the following:
‘Fine dining with an Indian accent.
A dining experience that inspires even the most sophisticated palate. Our award winning international chefs use delicately balanced Indian spices and culinary expertise to create impeccably designed flavoursome dishes.
As new flavours delight and rouse the senses, this artistic union will take you to the epitome of dining sensations.
Start your journey with our 6 course taster menu with selected wine or beer for each course, or simply select from the à la carte menu. Both with extensive vegetarian options. ’
An advertising campaign is currently underway in select local media and has been wonderfully received.