Customer Case Studies

CUSTOMER CASE STUDIES

Restaurant Startup Brand Development

Overview

A restaurant startup hired my services to launch their mobile food truck brand. The company required a restaurant brand design concept to bring its culture and values to life in a fresh, youthful way – appealing to a local Caribbean audience, particularly Jamaicans. The brand needed to be different than traditional Jamaican brands, but still reflect the Caribbean roots and Jamaican vibes.

The Process

I started the process with market research to understand what cultural elements would represent the brand. I used my vast personal experience to explore Jamaican and Caribbean cultures. I interviewed stakeholders and Caribbean audiences, reviewed yelp, and social media to understand what people thought about Jamaican brands.

Brand Strategy

During the research process, I compiled a list of names. The names had references to Jamaican patois and traditional imagery.

After much deliberation and iteration, we settled on Nyam ‘n’ Jham. Nyam ‘n’ Jham plays on the Jamaican patois word Nyam, which means eat, and Jham, which means to socialize.

Brand Identity

During the research process, a mood board was created to help guide the look and feel of the brand.