Description
Together Hospitality runs five brands across seven venues in Pune and Goa. Four sit within a kilometre of this site. For their project, they wanted to cater to the younger audience aged 20 to 28, who look at food as an experience. The streets mean fun, chaos, and memories of a happy vacation to them - this worked as a core insight for us. Fun dining is more 'fun' than fine dining! Rare Ideas led brand strategy, identity, environmental graphics and packaging. We designed a parent brand with eleven sub identities to bring the street to life. Izipizi Street is a fictional street built to behave like a real one. Each experience and sub brand was developed with kitchen and interior teams, and tied to an actual street product or experience. Restaurant identity is usually one system applied consistently. This one holds eleven sub identities, held together by rules underneath rather than a shared surface. Each can be lifted into another city with a menu built for it.
