Food may be at the heart of a restaurant, but it is brand identity that builds a restaurant’s personality and defines the customer experience.
Restaurant branding stretches far beyond choosing a name and logo to display on the sign outside. It is about creating a space that sets the tone for the patrons’ dining experience. It is the soul and character of the business. If done well, branding allows the restaurant to connect with customers on an emotional level to build engagement, loyalty and advocacy—all essential for long-term success.
SETTING EXPECTATIONS
Every restaurant has a brand, regardless of how much thought goes into it. Even a family-run diner with a tatty menu and dated décor creates a certain impression that lets customers know what to expect. They would not walk in and expect fine dining, just as they would not expect a French bistro to have sushi on the menu.
Every element of the restaurant’s interior design matters. All the details add up to create a particular impression for customers. From the moment they walk through the door, they will be building a picture of the kind of place it is, the experience they are about to have, and how much it is going to cost them.
Disjointed visual branding and prices that do not match the restaurant’s image will lead to confused customers who probably will not be seen again. So, it is alright to obsess over the small things, considering the message that each choice will convey to diners. Everything from plates and wall décor to flooring and soap dispensers should fit together cohesively as part of the brand. An elegant, up-market establishment should not try to cut corners on the things that people will not pay much attention to; every element should fit together seamlessly to create the right impression.
CREATING BRAND STORY
An eatery does not have to be sophisticated and high-end in order to make it worthwhile to invest in the design. Even a mobile burger van can be thoughtfully designed to create a particular customer experience.
In developing a brand, things need to be consistently tied into the story. Why does the restaurant exist in the first place? How does it want its customers to describe it to others? And how can that be reflected in its visual identity? Keep this in mind: the easier the concept is to describe, the easier it is for people to spread the word.
One place that gets this right is Don Ho in Singapore. Their concept of social dining is evident throughout the venue—from the open kitchen and casual booth seating to the tapas-style shared dining menu. They even describe themselves as a ‘Social Kitchen & Bar’. Curated by Aym Design with a tropical Hawaiian theme, the end result is a space full of personality that ‘transports’ diners out of the city for an hour or two as they socialise together.
MAKING IT SHAREABLE
One final element of interior design to consider is something that reaches far beyond four walls: social media. The value of social shares and interactions is often underplayed, but a wide reach on Facebook and Instagram can play a big part in spreading the word about the business. With the right branding and design, the restaurant can become a status symbol of sorts; a place where people want to be seen.
But for it to really take off, the visual branding needs to communicate an identity that people want to be associated with. And to achieve that, there is a need to understand who the ideal customers are and what values they aspire to. What is it about the restaurant that they will connect with and want to share with others? The business should also be bold enough to set itself apart from its competition in the way the restaurant is designed. Things like the seating plan, lighting and table settings should all come together to form a distinctive identity that is instantly recognisable. In planning a restaurant’s interior design, all of these elements should be kept in mind for a strong brand identity and an experience that keeps customers coming back.
AMY PICANÇO – Founder and Managing Director of Aym Design
Originally trained as an interior architect in the United Kingdom, Amy Picanço became deeply inspired by the diverse mix of cultures and styles that Asia offered. After a move to Singapore in 2009, she finally founded Aym Design in 2013. Over the past four years, Aym Design has established a reliable reputation for creating highly efficient planning solutions and branded office and hospitality concepts.
She is currently a council member of the Interior Design Confederation of Singapore and a member of the British Chamber of Commerce. These roles provide opportunities for her to curate and speak at industry events where she can share her experiences and express her support for young, emerging designers in Singapore.
