Crafted Khauncha Restaurant’s brand identity, driving over 4.5M impressions, 650k engagements, and increased brand visibility.

Case Study

Launch of Khauncha - A Traditional NWFP & Afghan Cuisine Restaurant

From Logo to Launch: Crafting an Authentic Brand Identity for Khauncha Restaurant.

Services We Provided:

Key Takeaways:

  • Created a cohesive brand identity inspired by NWFP and Afghan cuisine.
  • Designed impactful marketing materials, including a menu and brochure.
  • Achieved high engagement rates and broad reach with targeted digital ads.

The Client

Khauncha is a new restaurant inspired by the rich culinary traditions of NWFP (Peshawar and Khyber) and Afghanistan, with additional influences from Uzbek cuisine. The name “Khauncha” refers to a traditional wooden tray used in weddings to serve food, symbolizing the authentic and cultural experience the restaurant aims to provide.

Project Overview

Our client referred us for their new venture and sought our expertise to bring their vision to life. They needed assistance with several aspects of their restaurant’s branding and marketing, including the logo, theme, menu, brochure, and shop board.

Our Approach

Logo Design

Initially, the client had some ideas for the logo but found the outcomes unsatisfactory. We proposed incorporating the iconic Khauncha tray into the design to better represent the restaurant’s theme. After several iterations, including variations with the tray in the background and as a chef’s accessory, we finalized a logo that effectively communicated the restaurant’s traditional and authentic vibe.

Key Points:

  • Idea: Incorporating iconic elements into the logo strengthens brand identity. We used a color scheme of red, black, and grey to reflect the spiciness of the food (red), the richness of the cuisine (black), and to maintain a clean, minimalistic look (grey).
  • Tip: Use a color palette that reflects the brand’s key attributes to enhance visual appeal.

Hotel Theme and Interior Design

We crafted a theme that evoked the feel of a traditional Afghan and NWFP eatery. Our team provided old traditional images and theme-based artwork for the interior, creating an ambiance reminiscent of Kabul’s vibrant street food scene.

  • Tip: Incorporating cultural elements into restaurant design can enhance authenticity and attract customers seeking genuine experiences.
  • Idea: Authentic interior design creates a memorable customer experience.

Menu Design

With a limited menu, we focused on creating a single folding page that highlighted key items like lamb karahi, seekh tikkas, and the signature tray. The design was aligned with the restaurant’s traditional theme.

  • Challenge: Designing a single folding page menu for a limited selection of items.
  • Solution: Highlighted key dishes like lamb karahi and seekh tikkas while maintaining the traditional theme.
  • Outcome: The menu was visually aligned with the restaurant’s theme and effectively communicated the offerings.

Brochure

The brochure mirrored the menu’s design and included promotional offers such as a 20% discount on opening. We also added marketing tactics to entice potential customers.

  • Idea: A cohesive design across all marketing materials reinforces the brand’s identity and helps in creating a unified customer experience.
  • Tip: Ensure the menu design is clear, visually appealing, and consistent with the overall branding.

Key Points:

  • Challenge: Designing a brochure that complemented the menu and promoted opening offers.
  • Solution: Created a brochure similar to the menu design, including a 20% discount for the grand opening and marketing tactics to boost engagement.
  • Outcome: The brochure effectively communicated the restaurant’s unique selling points and promotions.

Shop Board Design

Our team visited the location to finalize the shop board design, ensuring it fit the physical space and complemented the restaurant’s theme. The design was approved by the client and effectively showcased the brand.

Challenge: Designing a shop board that fits the physical space and reflects the restaurant’s theme.

Solution: Visited the location for site-specific design considerations, ensuring the board complemented the restaurant’s branding.

Outcome: The shop board effectively showcased the brand and attracted customers.

Marketing Campaign

📈 Facebook/Instagram Strategy: We launched a comprehensive digital marketing campaign to promote Khauncha. This included engaging posts, video content, and targeted ads.

  • Challenge: Creating a comprehensive digital marketing strategy to promote the restaurant.
  • Solution: Launched a series of campaigns including engaging posts, video content, and targeted ads.
  • Outcome: The campaigns reached nearly 1 million people, achieved high engagement rates, and increased visibility.

Results:

Khauncha restaurant marketing campaign

Results

The campaigns reached nearly 1 million people and achieved high engagement rates. The marketing efforts contributed significantly to the restaurant’s visibility and customer acquisition, helping Khauncha establish a strong presence in the market.

  • Engagement: High engagement rates across all campaigns.
  • Reach: Successfully reached a broad audience.
  • Cost Efficiency: Effective cost per engagement and reach.

Khauncha’s launch was a success, thanks to a well-rounded approach to branding, design, and marketing. Our work not only helped establish the restaurant’s identity but also effectively reached and engaged the target audience.

Campaign/Ad

Total Metrics

Cost (AED)

Cost per Metric

Date

Messaging Conversations Started

3,431 Conversations

AED21.75

AED6.34 per Conversation

Mar 29, 2023

New Engagement Ad

18,646 Post Engagements

AED34.37

AED1.84 per Engagement

Ongoing

New Awareness Ad

98,928 Reach

AED47.47

AED1.90 per 1,000 Reach

Ongoing

New Awareness Ad (2nd)

96,848 Reach

AED47.43

AED1.95 per 1,000 Reach

Ongoing

Post: “Chicken Tikka…”

270 Post Engagements

AED11.76

AED43.56 per Engagement

Apr 18, 2023

Post: “Khauncha – Khyber Shinwari Restaurant Menu…”

713 Post Engagements

AED26.32

AED36.91 per Engagement

Apr 18, 2023

Khauncha New Video Engagement

128,313 Post Engagements

AED308.88

AED2.40 per Engagement

Ongoing

Khauncha New Video Reach Food

19,500 Estimated Ad Recall Lift

AED203.83

AED10.43 per Recall Lift

Ongoing

Post: “Khauncha – Khyber Shinwari is Now Open…”

1,235 Post Engagements

AED26.32

AED21.29 per Engagement

May 9, 2023

Post: “Khauncha – Khyber Shinwari Restaurant Menu…”

592 Post Engagements

AED26.32

AED44.43 per Engagement

May 9, 2023

Post: “Let’s spice things up…”

733 Post Engagements

AED26.32

AED35.86 per Engagement

May 20, 2023

Post: “THE WAIT IS OVER !!!”

1,527 ThruPlays

AED26.32

AED17.22 per ThruPlay

May 20, 2023

New Traffic Ad

68 Link Clicks

AED73.92

AED1,086.24 per Link Click

Ongoing

New Awareness Ad

59,857 Reach

AED52.30

AED3.19 per 1,000 Reach

Ongoing

Post: “Which dish would you try?”

1,038 Post Engagements

AED26.32

AED25.39 per Engagement

May 22, 2023

Khauncha New Video

80,321 Reach

AED76.53

AED3.24 per 1,000 Reach

Ongoing

Post: “You do not want to miss out…”

17,849 ThruPlays

AED39.47

AED2.21 per ThruPlay

May 31, 2023

Promoting Khauncha

1,044 Follows or Likes

AED134.77

AED128.71 per Follow or Like

Mar 12, 2023

Key Insights 

The engagement ads significantly expanded Khauncha Restaurant’s reach and visibility. We achieved:

Impressions
0 M+
Post Engagements
0 k+

Ongoing Collaboration

Khauncha continues to work with REDLUMB on their other ventures and hotel chains, demonstrating the long-term value of our partnership.

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