MARKET RESEARCH | STRATEGY | F&B BRANDING | PACKAGING DESIGN | CAMPAIGN MARKETING
Dough Re Mi
A Symphony of Flavours
Dough Re Mi is a family friendly restaurant concept, bringing together people of all ages, to share a good time with each other and create fond memories that last a lifetime. With an Italianesque style, the menu has a range of culinary offerings catered to the tastes of kids as well as sophisticated flavours of the modern adult.
Primary Target Market - Indian families within Oud
Metha, Bur Dubai, Al Karama and surrounding areas.
Secondary Target Market - Groups of Indian friends and Filipino friends between the ages of 24 - 32
Other - Hotel guests at Grand Hyatt
TARGET AUDIENCE
Dough is one of the integral parts of the concept - breads, pizzas, pastas and baked goods all rely upon it. It is something that is handmade with love. Playing on the words ‘Do Re Mi’, in a fun and quirky way creates a warm, vibrant puts a smile on your face mood.
NOMENCLATURE
The fun form of the logo gives the
appeal of being warm and casual, making
it accessible and approachable. The
form also contributes to the passionate
personality of the brand, catering to a
large group of people, adults and children
alike.
LOGO
There were a lot of factors to consider while proposing the colour palette. It had to match the interiors of the restaurant, the personality of the brand as well as cater to a large target age group. The colours are inspired by the dreamy sunsets against the Italian landscape. The adapted vibrancy of the colours checks in with factors mentioned, while adding some spice.
Seeing how the restaurant caters to adults as well as kids, the typography had to reflect the balance between both. The wordmark’s font is a clean, serif font with a modern edge. The slight boxy nature of
the font is in contrast to the playful and friendly primary and secondary fonts.
The patterns are inspired by Italian ceramic tiles. Each tile has a main motif, around which a design is developed. The patterns are created are a contemporary take on the same.
VISUAL LANGUAGE
We want to create stories and share memories with families, friends and loved ones by providing accessible and fun experiences for everyone to enjoy.
PACKAGING
To balance out the fresh and vibrant nature of the branding against the muted tones of the interiors of Dough Re Mi, the idea was to use brown tones - as kraft paper/cardboard in the packaging, khaki for uniforms and darker browns for the menu. Used with a minimal aesthetic, this helps to bring in the sophistication while its raw nature is found warm and welcoming.
AIM
To create awareness and excitement about the opening of Dough Re Mi
INSIGHTS
MARKET LAUNCH
Understanding that our consumers value sharing experiences, it is important for the campaign to reflect on the same - how one can create the most special memories with their friends, families and loved ones.
The idea of quality bonding is considered to be sacred within close circles, as they choose to spend time together.
The platform to advertise will primarily Facebook and Instagram, since those are majorly used by the target audience.
“Time with family is time well spent.”
STRATEGY
Being with friends and families, you always have a good time, having a hearty laugh and bonding over cherished memories. When you are with the people you love, aspects of your life are satisfied. Through all the smiles and all the fights, time with your family is never a second wasted.
APPROACH
Dough Re Mi offers the consumers a memorable experience by rewarding those who bring their families to share the experience with them - could be your kids, or even friends who are family to them.