If you’ve been following our work over the past few months, you already know that BRASA Rotisserie is a new Peruvian fusion restaurant in Santa Ana, California that we have been fortunate enough to work with from their very beginnings. BRASA was created by the sibling duo, Victor and Francesca Begazo, who came from the family-owned franchise, Inka Mama’s! We have been so excited to produce their entire branding, marketing and design from the start to launch that we decided to document the process for others to check out! This Brand Report will walk you through each stage of how we created the branding, and developed marketing strategies for their business.
When BRASA came to Rogue, they had a name, some amazing recipes and a space with a vision of what they wanted it to look like. They described it as rustic and cool; like a backyard bbq with family and friends cracking some beers open while there’s chicken roasting on the fire. With that vision in mind, we began formulating what their restaurant and branding may look like.
Our goal was to create a brand that would communicate the type of service and atmosphere that should be expected when walking into the restaurant. We also wanted to provide them with strategies and management of their marketing platforms as needed.
To begin strategizing our plan, we first did some research on BRASA’s market and competition. By exploring our competitor’s websites, social media and customers, we were able to decipher things such as their interests (will they like this decor?), their estimated income (can they afford to eat here?), the types of social media platforms they are on (where can we reach out to them?) and the type of content they want to see (food pics… lots of delicious looking food pics!). From the competition we also studied other online strategies, like what they were posting, what they featured on their home pages, and what type of giveaways were working for them.
We knew from the start that BRASA wanted to target local families and business people who enjoy excellent food and a friendly atmosphere. The ideal customer is family oriented and appreciates healthy food served quickly. Additionally, with their rotating craft beer handles, beer enthusiasts were obvious potential customers. Finally, since this restaurant is located in Santa Ana, their market also includes all the people in Santa Ana and surrounding cities.
With our research and what we knew about the type of customers BRASA should expect, we began to create! Working with BRASA, we produced a logo and branding package of fonts and colors, website, print materials (including menus, business cards and promo pieces), signage for the restaurant, merchandise (including t-shirts, hats and stickers), and lastly their social media strategy and management proposal. (If you want to learn more about our process for creating logos, please read more here!)
To promote their Grand Opening, we reached out to BRASA’s growing audience. Specifically, we targeted local foodie influencers with 3K to 100K+ followers. We invited them to the event and offered free meals as an incentive to post about BRASA during the launch. This worked out extremely well and brought in a lot of people who already have a huge passion for food. They helped promote the restaurant through their own social media because we provided the opportunity to try it!
The Grand Opening helped BRASA get to know their community and their customers. Now that we have established a customer base, we can continue to build upon it and collaborate with the loyal customers they already have. We’re so excited for the future of BRASA Rotisserie and can’t wait to produce more materials for them to succeed!
Check out the video we produced to capture the excitement of the Grand Opening!