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Location:
LONDON & UK WIDE
Year:
2012 - 2014
Brief:
TO INTRODUCE CAFÉ ROUGE TO A NEW, YOUNGER AUDIENCE IN AN INCREASINGLY COMPETITIVE MARKET PLACE

The Tragus Group approached us in the Spring of 2012 with the task of revolutionising this iconic and hugely popular restaurant brand. The studio approached this project with great sensitivity to the heritage of the Café Rouge brand, yet with a real zest to inject creativity, innovation and attention to detail to this 25 year old company. The brief was largely focused on introducing Café Rouge to a new, younger audience in an increasingly competitive market place.

Inspired by the infamous Hotel Du Nord and other classic, urban, bohemian Parisian bistros located around the Canal St Martin area, we created a new brand world and design concept based on heritage, authenticity, quirkiness and humour.

Four pilot sites were launched just before Christmas of 2012, in order to gauge the response of the loyal Café Rouge customer base and beyond. The results were truly spectacular with some sites showing increase in sales of up to 40%. With board approval and financial backing secured, the scheme will now be rolled out to the 125 site strong existing estate and all new sites.

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