KOA – Saudi Arabia
There’s a groundbreaking new restaurant concept hitting the shores of Saudi Arabia. At KOA, customers can expect a luxurious yet laidback fine-dining experience drawing inspiration from cuisines all over the world. We worked closely with the founders to create a compelling story and a strong brand identity to bring their dream to life.
We started by creating the iconic logo. Our mission was to bring out the luxurious elements of the business while keeping it inviting and unpretentious. The other main objective was to ensure the ‘look and feel’ came across as international.
The restaurant offers cuisine from all parts of the world so it’s important that the identity doesn’t feel like it belongs to one particular nation or genre of dining. We then created the landlord pack with classy, premium design-thinking and of course, collateral such as menus, merchandise, and social style guides.
TOV & Messaging
Our next task was to create copy for the website, menu names, marketing messages, and a solid tone-of-voice strategy to underpin it all. We wanted to set the brand apart from generic luxury fine-dining brands like Novikov. They have no interesting story or unique tone of voice, but we do.
There’s a real raison d’etre behind KOA and it was important that this tale of family, friendship, and food was told through compelling copy. The iconic tree in the restaurant represents the founders’ sentiments about breaking bread together; this personal, emotive element of the brand is present throughout the tone of voice and messaging.