Gino D’Acampo is a busy man – so we’ve been helping to develop his restaurant brands. After the momentous success of Gino’s My Restaurants in London and Manchester, the next city to be annexed into the Italian’s empire is Leeds.
To support the launch Arch have been busy creating an extensive range of marketing collateral including web development, digital advertising and videos.
To kick things off though we’ve been working closely with Individual Restaurants (the team behind Gino’s My Restaurant brands, as well as a collection of other amazing restaurants) and have developed a new brand identity. We are currently in the process of rolling this out across the three My Restaurants and three My Pasta Bars.
The new logo draws heritage from 1950’s Italian travel posters, conjuring up the romance of holidays in the Mediterranean. As part of the brand development process we’ve created a comprehensive set of brand guidelines incorporating tone of voice, brand values, colour and font usage as well as a framework for use of interior design elements, signage, photography, video and music.
As brand guardians Arch have been tasked with ensuring the guidelines are followed closely by all relevant parties to give a cohesive image and reflect the values of being authentic, fun and passionate. As the restaurant brand grows across more sites it’s imperative that there’s a central set of guidelines, as well as a knowledgeable and impartial central hub to facilitate the design assets.
Back to Leeds – we’ve also been working closely alongside Simon Pantling from Pantling Studios and his team to develop a launch video which you can see below. We created an intricate plan to make sure the shoot ran as smoothly as possible and this included devising a series of questions for Gino – the cross camera interview technique was interspersed with some fantastic cutaways of food being cooked, the Prosecco flowing and the guests enjoying themselves.
The VIP launch party took place last week and hosted some of Gino’s glamourous friends including Phillip Schofield, Holly Willoughby and Peter Andre with entertainment from a live band, The Collective, and unique speed painter Dave Sharps. Peter Andre even surprised guests with an impromptu rendition of Stevie Wonder’s Signed, Sealed, Delivered and Happy by Pharrell Williams. Another video has just been produced showcasing the evenings shenanigans – take a look here.
The evening was topped off by Gino announcing his plans to open two more restaurants in Harrogate and Liverpool as well as plans to open more pasta bars and restaurants in major cities and travel hubs, both in the UK and internationally.
We are already hard at work on the Harrogate project so stay tuned for more information coming soon. Buonissimo!