From an inspiring tale of personal passion and culinary innovation emerges an award-winning restaurant - Asha’s. The namesake is bestowed upon from the legendary Bollywood icon and world-renowned singer; Asha Bhosle - a unique voice and an aspiring force to the global restaurant chain, bonding melodic harmony with exotic gastronomy.
Its fusion of traditional North Western Indian cuisine and modern techniques has made it a firm favorite regionally and internationally over the last 15 years in various locations in the Middle East such as Kuwait, Abu Dhabi, Qatar and Bahrain, and in Manchester and Solihuli in the UK.
It is where nostalgic symphonies of flavors and spices meet.
We had the pleasure of working on the award-winning restaurant’s, ASHA'S, Middle East brand and digital front. Since the brand was going through a revamp, we had the opportunity to support and solidify its brand positioning in the GCC through a brand revamp and strategy, together with a social media uplift and campaign ideas. Alongside this revamp, we also worked on their ME website and Kuwait breakfast menu that reflects the new branding.
Uplift the brand's identity to give it adapt to new trends and apply a more modern look and feel while also still reflecting the brand's history and heritage.
Crafted a stylized brand identity that reflects Asha’s flavorful cuisine and harmonious marriage of music and food.
Revamped the brand's assets from the iconography, colors, graphical elements, illustrative approach, and photographic art direction, as well as the packaging and collaterals to support the uplifted identity
Devise a strategy that relaunches the brand’s approach and reflects the uplifted branding online through thorough research that solidifies the brand positioning in the GCC market and reinforce Asha’s as the destination for modernized traditional Indian gastronomy.
Developed a strategy that re-introduces ASHA’s culture and history, delectable flavors, and the minds and hands behind these while also connecting detailed organic shots with copy that is engaging after thorough research into the brand’s ME insights, consumer behavior, big idea, percentages of talks, projected frequencies, and content types.
Craft an engaging social media approach that eases the online transition into a new phase and introduces audiences to a brighter, livelier look and feel, with posts that are appetizing and headlines that are striking.
Crafted an appetizing approach that highlights ASHA’s culinary innovation and nostalgic symphonies of flavors and spices through connecting detailed organic shots with copy that is engaging and thoughtful with a distinct tone of voice and uplifted brand elements and is a reflection of the bonding of melodic harmony and exotic gastronomy.
Support ASHA’s transition into a new phase through an engaging video campaign that promotes the brand’s new look and distinct innovative flavors in a lifestyle and culinary light.
Presented options for a 59" brand campaign video storyboards and VO scripts that features ASHA’s as the place to be for dining with friends or family and trying a new symphony of flavors, promoting it as a special moment or a moment of nostalgia
Develop a digital centralized hub where their customers can directly access the restaurant’s menu, locations, online delivery aggregators and other key information related to the brand while also gaining market insight through promotions and news on the website to attract new customers.
Created a presence online through the development of a 'coming soon' page while also working in parallel on a main website that houses the menu of four markets, along with a country and language selection page, landing and location pages based on the market chosen, and a contact us section that directs users to a main the ME team.
Provided hosting and hosting support for the website.
Craft a modern minimal menu that features ASHA’s breakfast dishes for the Kuwait market that would appeal to younger consumers as well as indulge current ones.
Crafted two options, with contrasting light and darker tones, while incorporating the brand's new identity to follow the same look and feel with the incorporation of symbolic connections, new color palette and typography.
