Piggy's Island K-BBQ Restaurants
Client
Piggy's Island
Discipline
Korean BBQ Restaurants - Toronto, ON
Role
Branding visual designer and Visual co-director
100% design works of Brand Identity and Design guideline.
Duration
January 2023 - August 2023 [Re-launching] | September 2023 - June 2024 [Operational design]
Website
Overview:
Piggy's Island is a K-BBQ restaurant located at Yonge and Steeles. The rebranding project aimed to modernize the restaurant's visual identity and enhance customer experiences. From the logo redesign to marketing materials and signage, the project sought to create a cohesive and inviting brand identity, bringing warmth and joy to customers, especially during Toronto's long winters.
Challenge:
Piggy's Restaurant, previously known for its traditional family dining, needed to adapt to Toronto's evolving market trends. The client wanted to break away from its outdated Korean image and create a vibrant, resort-like atmosphere that would appeal to a broader, diverse customer base. Existing branding materials were outdated, and the social media was in need of a full redesign to reflect the new brand direction and improve accessibility.
Solutions:
Logo & Visual Identity: We designed a modern, approachable logo and visual identity, incorporating a playful mascot character that aligns with the restaurant’s new concept.
Marketing Materials: Consistent and cohesive marketing materials, including menus, packaging, and signage, were developed to ensure brand unity across all customer touch points.
Interior Visual Design: The restaurant’s interior was revamped to create a welcoming and lively atmosphere, reflecting the resort-like experience envisioned by the client.
Main colour - The main colour for the logo and signage is orange. I chose orange because it is a soft yet appetite-stimulating colour that creates a lively atmosphere, which suits the new concept of Piggy's Island.
Brand Colour - Inspired by 'tiki bars' or 'surfy bars'. I used colours reminiscent of the sea and sky to bring a refreshing feel to the space. The palm trees and landscaping create a natural and tranquil ambiance, reflecting a relaxed beach vibe and a sense o adventure. this offers customers a comfortable and romantic experience, reminiscent of a vacation spot.
We've reimagined the pig character from 'Piggy's Island' as a charming mascot to enhance the brand's friendly and playful image. This character can be featured across various media, including menus, posters and social media, ensuring it leaves a lasting impression on our customers. The mascot is designed to capture the joyful spirit of 'Piggy's Island' and become a recognizable symbol of the brands.
Space design
When involved in the interior design of Piggy's island, I prioritized visual satisfaction and convenience for customers, as well as safe and efficient movement for kitchen staffs and servers. I carefully considered elements like lighting furniture arrangement, and colour palettes, aiming not just to create a photo zone, but to effectively use the entire space to enhance the visual enjoyment of all areas for customers.
The Menu design prioritizes readability to ensure that customers can easily place their orders. special menu items are highlighted with fun and eye-catching designs, laid out simply to capture attention and encourage quick decisions. visually, the menu aims to resemble a resort catalog or magazine, adding the enjoyment of browsing leisure publications.
At Piggy's island, our staff are like lifeguards, ensuring a smooth and enjoyable experience. the kitchen team wears black, servers wear pink, and bartenders, mint green shirts. each colour clearly identifying their role and helping us provide excellent service to our customers.
Through the rebranding project,
Piggy's Island successfully established a more modern and attractive brand image. By introducing a new logo, colour palette, and visual identity, the restaurant provided customers with a fresh and innovative impression, which helped attract younger audiences and families. The rebranding's impact was evident as it achieved full house capacity on weekends. Additionally, increased online visibility enhanced communication with customers. While some long-time customers who preferred the previous family-oriented image may have felt confused by the new design, overall, the rebranding received positive feedback and contributed to higher overall customer satisfaction.
