Challenge

Our client TY Concepts had taken over a small bistro off Alexandra Road, envisaging it as a springboard for a chain of new restaurants it would open in Singapore and possibly the region, each varying in interior design, food concept and pricing depending on the location of the restaurant.

Activiste had to develop a concept that would encompass these variations, as well as develop a brand name, nomenclature system, and identity that reflected the brand intent.

Solution

We developed a hospitality infused dining concept, around the idea of being “hosted in someone’s home” and the intimacy, attention to detail and care that goes into creating this experience.

We created a brand name that would remain constant in the service concept but vary by location and setting. The name “Hosted” conveys the service concept of personal intimacy and gracious hospitality. It also serves as a useful “communications touchpoint” for restaurant staff to understand the quality and warmth of the service expected.

At the same time, the name allowed our client the flexibility of using different parts of the ‘home’ to express the type of food and dinning setting unique to the location of the outlet.

“Hosted on the Patio” offers an informal alfresco dining experience and menu; whilst “Hosted in the Pantry” may be suitable for a deli concept in the city; or “Hosted in the Cellar” for a more exclusive, intimate dining experience.

The graphics and colour scheme of each location would vary depending on the home setting so we kicked off “Hosted on the Patio” with a lively green colour scheme, and graphic elements echoing the garden setting.

The inaugural restaurant has seen a growing number of regular diners and has been a resounding success. The owners are opening new restaurants under this chain and extending the business both locally and regionally.