gaia’s urban eatery
ChallengeIt all started shortly before the pandemic hit our homes and completely changed our lives. During these difficult times, the founder of Gaia's Urban Eatery came to us with a bold business idea and an exciting creative project for a new concept vegan/vegetarian restaurant that he is going to open in downtown Charlottetown. The project was to create a revolutionary brand identity so that Gaia's brand would be unlike any other vegetarian restaurant. The challenge was to showcase the concept of natural living by creating innovative images, energizing and inspiring the audience for a healthy lifestyle and inviting them to try tantalizing alternatives to traditional food. The essence of Gaia's brand is to change the common perception of vegetarian/vegan cuisine as a limited and tasteless diet that cannot joyfully be eaten every day. Gaia's rich and delicious menu proves otherwise, as you can combine well-known ingredients and get an endless number of new amazing flavours that you love.
IdeaWe proposed a radically new brand strategy. Choosing a super-bright colour scheme of radish (purple with bright green) as the main attribute of the brand, we combined it with the natural beauty of vegetables, fruits and herbs to create a catchy and minimalist corporate identity design. Be natural. Eat naturally is the key essence of the Gaia brand. After all, eating natural food means living in harmony with nature. We are part of nature. Posters, landing pages, interior, packaging and signage creatively convey this idea. The face of the Greek goddess Gaia has become the brand's logo and a symbol of Earth's culinary bounty, which is replicated in all marketing materials in various brand colours. Playing with shapes, natural ingredients and solid bright colours of the corporate identity, we have developed a unique integrated visual communication style that represents the Gaia's restaurant. We have made an apostrophe with the letter “S” one of the key elements of corporate identity, which will be added to the names of dishes and creatively reflect the brand in marketing communication tools.
ResultsGaia's brand and the new concept of a vegetarian restaurant were introduced to the local market as a culinary destination for an irresistibly varied menu of international vegetarian and vegan dishes created by Chef Pierre El Hajjar. We developed a comprehensive brand identity including a brand book, brand story, marketing materials, staff uniforms, interior and transport design, signage, packaging, and landing page. The brand delights guests with a combination of fresh, vibrant colours and creative visuals, natural packaging materials and incredible flavours from around the world. We know how difficult it was for the founders of Gaia to turn their dream into the most fantastic vegetarian restaurant during the very challenging times when the pandemic began, but despite everything, Gaia is growing and continues to delight its fans with new vegetarian and vegan hits.
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I have over 15 years’ cooperation experience with Elena Herweyer and the Art Fresh team under branding projects in Ukraine and the EU. I know that when I have a complex marketing task with tough deadlines I can address it to Art Fresh and get a high-quality branding service that totally meets the brand and company's strategy.Yulia Andrushkina Director of Marketing and Investor Relations at IMC
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I’m impressed! I first started with Art Fresh a Start Business Package and continued to do lots of work with them. They are always fast response which I hardly find the same speed on the island while still ensuring high-quality jobs are delivered. Moreover, I found at Art Fresh especially Elena – the CEO having characters of a business partner. She listens and understands my expectations, barriers and always comes up with solutions, not just a service which I’m highly appreciated. Thank you so much to Elena and your team!Nhu Tran Founder and owner at Ann Wellness
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We worked with Art Fresh on many projects. They are professional, creative and very flexible. They do not rest until they make sure their customer is 100% satisfied. We recommend Art Fresh for brand development and website development. Art Fresh is a one-stop shop for all your branding and marketing needs. Very unique and a pleasure to work with.Rita Jreije Partner at Gaia's Urban Eatery
With Elena's background as a professional artist and my book directly related to developing the arts sector both from within and with external collaborations, they were the perfect choice. I was beyond pleased with the end result and throughly enjoyed the process of working with Elena and her team as they built my website, as well. Always professional and responsive to my ideas and needs. I highly recommend this company for your consideration of any website development and book cover/design work.M. Catherine (Cate) Proctor, MBA Author and owner at Proctor Shift Consulting
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Love love love all that Elena and the Art Fresh team do to create the perfect image for my business.Sharon Lynn Quann President at Biospa (Quann) Cosmeceuticals Inc.
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