Brand Design Strategy
Display Menu Concept
Calif is an awarded QSR (Quick Service Restaurant) concept for years in a row and a very beloved local food brand in Bucharest. We worked for the Calif team before creating a new restaurant and product brands - Condimental and Kebun - that shortly became game changers.
Calif decided to do a radical new brand positioning. By changing their existing menu into a more juicy, fast and affordble food option, Calif wanted to become more attractive to Generation Z, the most active, engaging and opinionated generation ever.
It was a difficult challenge. We had to break away from the existing customers and their expectations and begin to talk to the savy Gen Zers.
We worked closely with the business strategy and the interior design teams to create a new killer food court concept.
Because Gen Zers want to connect and belong to brands that reflect their diverse personality as individuals, the new concept would need to fuel their social presence and become a reason to snap photos, videos or boomerangs.
Calif would need to receive a name adjustment and become a point of interest, relevance and a meeting point where diversity is welcome. So Calif became .calif (point/dot calif).
Thanks to an open-minded client, we received total freedom in outlining the new identity. The design concept received a dominant pop-art approach and became infused with an industrial style and elements borrowed from urban playgrounds.
The first perception of .calif shortly translated into a fresh, cool and price-relevant QSR for Generation Z. In the first days since opening .calif exceeded sales expectations.
Cosmin Todor Studio