Pinnacle group wanted to open a new restaurant on the Dubai Boulevard, one of the city’s up-and-coming food destinations. The concept was all about cuisines from different places around the globe –some dishes typical to a region and some others international. Our task was to reflect this mix by creating a brand with an international feel that will also highlight the different cuisines represented on the menu. The biggest challenge was, however, to accommodate our branding to the location which although is hyped, can easily be missed under a metro bridge.
The name says it all! We came up with “Kris Kros” inspired by the concept itself that criss-crosses international cuisines, cultures, and experiences and is physically located at the cross road of the Boulevard. From there, we replicated the idea throughout the branding process. We designed a logo that sections into a colorful pattern made up of intersected lines. The design was mirrored to the rest of the brand item from menus to packaging. We used the colorful patterned design as the centerpiece of the venue so that the place can stand out to anyone coming from any direction. Our branding strategy combined the design elements with the theme of travel – reflecting the different cuisines coming from all across the globe. We ended up with a menu and space that resembled Dubai’s multi-cultural environment with its worldliness. Our communication strategy and social media campaigns drew content from across continents – North America, South Africa, Europe, Asia and the Middle East.
In no time, Kris Kros became an “it” concept in a happening location! People not only noticed Kris Kros, they made sure to come to the boulevard to sit and enjoy the food with a shisha. The concept was such as success that Pinnacle decided to spin-off the different cuisines into independent concepts.