Whiskey in the Jar
See the branding process for Whiskey in the jar - a restaurant with a unique atmosphere and delicious food!
Whiskey in the Jar either thickly or not at all
Whiskey in the Jar is a brand belonging to the Mitsuro Group – a company founded by the outstanding visionary-restaurateur Mikołaj Kotecki. When creating the brand, he dreamed of beating HardRockCafe – not in power and presence around the world, but in the atmosphere and quality of food. B4F was asked in 2017 to organize the brand’s communication and “give it a proverbial kick in development”. Today, WhiskeyintheJar has restaurants in key cities in Poland (Poznań, Wrocław, Warsaw, Łódź and Gdańsk), creating a chain of restaurants with a unique atmosphere.
Organizing is also creating
When we started working with the brand, we recommended conducting research among the restaurant’s Guests. Its purpose was to obtain opinions about the logo, about the perception of the brand, its values and what Guests see. We conducted a competitor analysis process to obtain a background for our work and together with the Owner, we determined the possible scope of changes.
Rock'n'Roll or rockers?
When repositioning Whiskey in the Jar we knew right away that the differences would be minor. See how important the details were to achieve the final effect.
Logotype and Key Visual lifting
When working with the logotype, our goal was to slightly change and improve the structure of the sign. We didn’t create it from scratch. In the key visual, we wanted to reflect the spirit of the brand – the freedom of rockers, commitment to the quality of American-style food and fun.
Menu that you can't resist
A guest of every restaurant buys with their eyes or the recommendation of the Waiter. The menu, according to the Owner’s guidelines, was to be constructed in such a way that it would sell. Are you salivating at the thought of the delicacies of Whiskey in the Jar cuisine? If so, it means that we succeeded. We did a photo shoot, and as you can imagine, taking photos of food is extremely difficult. In addition to the menu, we also created a book of steaks, introducing the Guests to the types of meat and their specifics.
Social about steaks
Together with the Whiskey in the Jar marketing team, we developed a social strategy for the brand, assuming 60-70% use of video to show the quality of the food and the uniqueness of the atmosphere. In the texts, we recommended using a lot of emoticons and keeping the tags for the categories of posts.
Practically and visually
To maintain the continuity and coherence of brand communication, we created a set of materials used on a daily basis by WhiskeyintheJar Employees for various needs. All of them were strongly inspired by a specific brand style.
Model restaurant opening or
new WITJ in the manufactory
In the opening campaign, we used many mechanisms to inform wealthy Łódź residents about a new, unique place.
Social media campaign – media in which we “sown” sharply and densely, there is no point in hiding it, using video we were able to show both the quality of the food and the atmosphere.
Branding
Leafleting by promotional teams – teams in characteristic costumes and with promotional leaflets in the form of jar die-cuts with free jars U.N. burgers did the job
Headrests and leaflets in premium taxis – an interesting and very effective form attracted many new Guests
Exhibition in premium car washes – each car in selected car washes received a special promotional coupon hanging on the mirror
Outdoor campaign – due to costs limited to media in the immediate vicinity of the Manufaktura gallery
Brand Atmosphere
Skull, fire and rock music – apart from showing the highest quality food, we wanted a unique atmosphere. Accessories inspired by the rocker subculture, but above all authenticity from the outfits to the behavior of the staff was key to the success of the brand.
Website
on a big scale
In our concept, the website was a reflection of the spirit and atmosphere that every Guest could feel in the Restaurant (it had a calendar of events, prompts from live rock music that could be listened to inside and an amazing atmosphere thanks to the amazing photos).
The second important element of the website was the display of the menu – we wanted the Guests’ mouths to water while watching 🙂 that is why we devoted so much space to the menu and the use of live cooking videos.
The third important section of the website was the career subpage – through the prism of the video stories of key people, we wanted to show the possibility of making a career from bartender to President of the company (true story of one of the team members). We wanted to reflect the atmosphere of the group of people who, thanks to the Owner of the concept, became the Mitsuro Family.
DO YOU HAVE A VISION YOU WANT TO FULFILL?
Contact us and we will help you build a brand that will conquer the market.