Toros
CATEGORY: Design
SOFTWARE: Illustrator
SERVICES: Branding
1. The Challenge: A Desire to Imitate, Not Innovate
Toros approached us with a clear idea in mind—they wanted their brand to closely resemble an existing restaurant in the UAE called Yoko. The challenge was that while they admired Yoko’s branding, directly copying it would not only limit their potential but also lead to a lack of originality and possibly legal issues.
The client’s initial mindset was focused on replicating another brand’s success rather than creating their own unique identity. Our task was to guide Toros away from imitation, helping them understand the importance of a distinctive brand that would stand out in their market and resonate with their audience, while still incorporating elements they admired from Yoko’s concept.
2. The Transformation: Crafting an Original, Standout Brand
We worked closely with the Toros team to transform their brand concept into something uniquely theirs, while subtly acknowledging the inspiration behind it.
- Shifting the Mindset:
Our first step was to help the client recognise the importance of differentiation. Through workshops and discussions, we explored Toros’ unique values, vision, and target audience, identifying the elements that would make them distinct. We encouraged them to think beyond simply copying Yoko and instead, focus on how they could stand out in their market. - Developing a Distinct Visual Identity:
We took inspiration from the qualities they admired in Yoko’s brand, such as its vibrant energy and modern appeal, but reinterpreted these elements in a way that felt authentic to Toros. We designed a fresh logo, colour scheme, and visual assets that aligned with their vision but offered a unique twist. The branding was tailored to reflect the essence of Toros—a modern, vibrant eatery with its own character. - Menu and Signage Design:
We created an eye-catching menu that appealed to their target audience while staying true to the brand’s new identity. The signage was designed to ensure high visibility, with a modern aesthetic that was cohesive with both the interior and exterior design of the restaurant. It was bold, dynamic, and reflective of the experience Toros promised to deliver to its customers. - Interior Design and Branding Integration:
We extended the new brand identity into the restaurant’s interior design, creating a cohesive experience from the moment customers walked in. The space was designed with vibrant colours, sleek furniture, and stylish lighting that aligned with the brand’s youthful and energetic vibe. Every detail, from wall art to the layout of the dining area, was thoughtfully planned to reflect the unique identity we developed for Toros.
3. The Result: A Distinctive, Thriving Brand
By shifting Toros away from simply replicating an existing brand and towards creating their own identity, we helped them establish a restaurant that stands out in the market. The new branding, while incorporating inspiration from Yoko, evolved into something that was unmistakably Toros.
The result was a strong, memorable brand that not only resonated with their target audience but also positioned them for long-term success. The unique identity and cohesive branding elements—from the logo and signage to the menu and interior design—allowed Toros to carve out their own space in the competitive restaurant industry. Instead of being seen as a copycat, Toros became known for its originality and modern, engaging dining experience.
