The brief.
Our approach.
Steves&Co understood the sensitivity of evolving such a revered brand with strong emotional ties – for both the family operators and their regular patrons. With meticulous care, a revitalised new concept was created. A contemporary, modern, welcoming and serene aesthetic was designed and applied across deliverables; including a totally new website with a customised booking system, social media and marketing material, and brand collateral including crafting a new logo, signage, menus, uniforms, take-out packaging.
To drive positive public perception, it was important to introduce the revitalised brand in a way that assured the continuation of their magnetic and authentic narrative. A comprehensive launch campaign was designed and executed through multiple social media platforms and a press package.
Impact.
The roll out of new Avenue brand was met with overwhelming enthusiasm. The exact desired tone and chord was struck, with the community understanding the effort that had been taken to preserve everything they loved about their go-to restaurant, with a buzzing excitement for the highly anticipated evolution.
Following the brand reveal, The Avenue opened their doors at the new location in line with the strategic phasing. Locals and new faces indulged in a completely modernised experience – from attractive UX/UI booking navigation to exceptional dining experience. The venue continues to be fully booked, successfully transitioning into a new era with a robust future.
