RAW REV
Client: Pita Chip Mediterranean Grill
Scope: Branding Identity, Art Direction, Conceptualizing, Set Build, Prop Fabrication, Photography and Post-Production.
Challenge: Pita Chip Mediterranean Grill required fresh, compelling images of their most popular menu items to enhance their local advertising campaigns. The goal was to create “heroic” images that would not only highlight the appeal of the food but also reflect the vibrant, inviting atmosphere of the Mediterranean. To achieve this, we employed a minimalist, modern set design that allowed the food to take center stage. We chose a color palette that was bright, colorful, and sunny, capturing the essence of Mediterranean cuisine and creating a visual experience that is both appetizing and memorable. The result is a collection of images that effectively communicates Pita Chip’s brand identity, emphasizing their commitment to quality and freshness in a way that resonates with their target audience.
Solution: By focusing on simple yet powerful visual storytelling, we successfully elevated Pita Chip’s brand presence through photography that captures the authentic flavors and vibrant spirit of their menu offerings.
COLOR PALETTE
Existing Colors
Added Colors
A vibrant and carefully curated color palette was developed to revitalize Pita Chip Mediterranean Grill’s existing brand colors, infusing them with a fresh spring and summer mood. The new palette skillfully blended the existing greens and yellows with Mediterranean blues and a soft yellow, resulting in a bright, inviting look that reflects the essence of Mediterranean cuisine. This thoughtfully designed color scheme brought a renewed sense of energy, warmth, and vibrancy to the brand, enhancing its visual appeal and making it more memorable to customers.
By integrating these fresh colors into Pita Chip’s branding materials, we created a strong visual impact that resonated deeply with the target audience. The bright spring and summer palette evoked feelings of positivity and sunshine, aligning seamlessly with the brand’s vision of providing a welcoming and enjoyable dining experience. The new branding content, featuring bold color blocks and harmonious combinations, was strategically designed to capture the attention of local consumers and stand out in a competitive market.
The transformation of Pita Chip’s color palette was a critical component of the rebranding strategy, playing a significant role in enhancing the brand’s overall aesthetic appeal. This refresh not only revitalized the brand’s image but also strengthened its position as a contemporary and dynamic player in the Mediterranean food industry. By emphasizing the fresh, vibrant colors, we successfully reinforced Pita Chip’s identity, making it more attractive and memorable to both existing and potential customers. The updated color scheme helped convey a sense of modernity and freshness, effectively differentiating the brand and driving increased engagement and loyalty among its audience.
MOOD BOARD
PROP FABRICATION
BEHIND THE SCENES
Shoot Day: To capture the true essence of Pita Chip Mediterranean Grill’s culinary offerings, we decided to shoot directly at the restaurant. This strategic decision was vital in ensuring the food appeared as authentically as it is prepared for customers, highlighting the restaurant’s dedication to freshness and quality. By transporting backgrounds, props, and surfaces to the location, we meticulously recreated an ideal setting for the food photography shoot. The beautifully presented dishes, prepared fresh from the kitchen, required minimal post-production, showcasing their natural and healthy qualities. This approach emphasized the authenticity and high standards of Pita Chip’s culinary expertise, making the food photography resonate with authenticity and visual appeal.
Impact of the Rebrand: Following the launch of Pita Chip Mediterranean Grill’s rebrand, the client experienced a notable increase in both in-store and delivery sales. The new visual identity, which emphasized simplicity and clarity, was a key driver of this success. By streamlining and enhancing the ordering process, the rebranding attracted a broader audience, particularly students and working professionals seeking quick, convenient dining options. This strategic focus on improving the user experience proved highly effective, making the ordering process more accessible and appealing.
Market Positioning and Appeal: As a well-recognized brand within the local community, Pita Chip Mediterranean Grill has quickly become a popular choice for lunch and dinner. The restaurant’s emphasis on a super healthy and tasty menu has particularly resonated with athletes and health-conscious customers looking for quick, nutritious grab-and-go meals. This focus on health, quality, and convenience has solidified the restaurant’s reputation as a top choice for quality dining in the area. The rebranding strategy not only revitalized the brand’s image but also reinforced its position as a contemporary, dynamic player in the local dining scene, appealing to a diverse range of customers seeking delicious, wholesome meals.
