Sima's Kitchenette is a beloved and well-known culinary institution in Modiin owned by Sima Haddad. The brand manages three areas: home restaurant, catering and dining room management for some of the largest companies in the economy. The business worked great, but was not uniformly branded, and all the marketing elements were in one big mess and at a level not high and not fitting the brand perception. So ... how do you rebrand a beloved and accessible brand in such a way that it will not be perceived as too prestigious and may alienate potential customers?

We rolled up our sleeves and went into the thickness of the beam ... or rather: the thickness of the kitchen. We spent several days in the restaurant, saw the processes and interactions, talked to the customers and were impressed ... very much! One thing was clear - the heart of the business is Sima and the face of the business should be hers. The color chosen is a color that characterizes dishes - red, orange and everything in between and we will season them with a number of other colors, for the sake of atmosphere and prominence. After dozens of attempts, the slogan was also chosen: whole-hearted home-cooked food that actually embodies two messages: The first - ready-made home-cooked food, which is the product offered in a restaurant. Is actually the "what". The other is wholeheartedly ready - actually talking about the "how" and introducing the soul dimension and the emotional connection. The idea for the logo was the brilliance of Shay Taubes, the owner of integral. He imagined the picture in his head and after about half an hour he stood in the kitchenette - took Sima, put on an apron, asked her to hold a pot and spread her hand as one who welcomes people to come wholeheartedly. Shay pulled out the camera and took a picture. That's it - it's going to be the logo! Many dozens of sketches were made until we reached a final logo that the client loved. But ... in the survey he also received less positive reviews. What to do? Keep up the good work! We went out for a second round, moved on to another designer with an artistic direction from the world of comics and created a number of additional sketches from which the final logo was chosen, which received unequivocal sympathy.

As we continued to brand the physical space of the restaurant in the spirit of the language, colors and logos we created we chose to combine Sima's history and way in a way that diners would connect to the place, the values and the unique character of the place. At the same time, since Sima is already a grandmother, it was important for us to reflect family as family is a top value for her and to do so in a way that will make her proud of the place and feel the best it can, despite the many working hours. We chose to create a collage of all the granddaughters and toggles with it the entrance wall to the restaurant so that everyone who enters is exposed to family and feels a part of it. On the right wall we shared 3 brand stories in a way that would connect the diners to the place and highlight the marketing messages that set us apart from other places (the messages were covertly conveyed, as part of the text we wrote of course): how it all started, taste and smell from mom, wholehearted food.

We continued to brand the courier vehicle, build the infrastructure and physical restaurant materials.

A home restaurant, no matter how good it is, mainly serves the geographical area closest to it (even if, as in our case, the restaurant also makes deliveries). It was important to us to create a strategic advantage for the brand - one that would attract more customers and break the geography ceiling. We chose the delicious and original couscous dish (which is made on the spot every Tuesday) and started marketing and promoting it. After a few months we decided to take the couscous one (big) step forward. The concept: a guerrilla marketing campaign to increase awareness. Time: Weeks before the municipal elections. Election Atmosphere: Insanely Stressed. All the contestants, most of them city council members, promote themselves in every way and in every possible media to influence their audience to choose them instead. Campaign: The Big Couscous Challenge The idea: All contestants will arrive at the kitchenette on the day and at the chosen time. For each dish that an elected official eats, the kitchenette will donate 5 meals to needy families through an organization chosen by the elected public. Idea 2: Candidates get interesting and creative exposure in a sleepy election campaign and also share good and worthy deeds and real help for the needy. Original and effective and from uniting all the contestants around one table (and the opinion of the supporters around the campaign). The idea was conceived, the strategy was built and we started making contacts with the contestants (was not easy) and creating preliminary teasing campaigns for the event. Result: Crazy couscous meal! Result 2: All contestants shared the event and its contents on their private pages and profiles resulting in thousands of followers being exposed to the brand - Sima's Kitchenette - and its couscous which has now become even more famous.Result 3: Candidates enjoyed an interesting exposure to the city and election Unity for the benefit of the residents of the city.Result 4: A satisfied and proud customer, a brand that enjoys BOOST for reputation and dozens of families who have benefited from a contribution of hot meals.WIN, WIN, WIN.

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The challenge:

What did we do?

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