Love is the Best Ingredient – Branding a Restaurant as a Cultural Legacy

Background

Viola Barrios, founder and matriarch, of Los Barrios Restaurant and La Hacienda de Los Barrios Restaurant, was well known in the community as a lover of life and of food. She ran her business with love at every touch point, which helped her to develop and foster a loyal clientele at her first restaurant, Los Barrios and then enabled her to open up La Hacienda de Los Barrios. Upon her death, she left her entrepreneurial spirit and legacy of love to her children, who are carrying on the tradition with their new restaurant, Viola’s Ventanas, named in her honor.

See the Campaign

  • p-1112-006-Los-Barrios-San-Antonio-Ad121112-PRINT
  • Violas-Ventanas-Logo-FINAL

Insight

The location of Viola’s Ventanas was specifically selected to service an under-served and fast growing area of San Antonio. There is a need for family leisure dining, offering customers a getaway from the every day grind for family togetherness. To create the ambiance the new location has low-visibility, making marketing a challenge. While Los Barrios and La Hacienda de Los Barrios restaurants are well known in San Antonio, the brand awareness for Viola’s Ventanas would have to be built from the ground up.

Solution

At every touch point, from the time they pull in from the street to the time they pay their bill, customers are immersed in the brand we developed for Viola’s Ventanas.

We created an awareness campaign, which speaks to 30-35 year old mothers, who are passionate about strengthening their family bond and would see Viola’s Ventanas as the place to experience Amor. Elements include:

  • Branding & Awareness Strategies
  • New Logo & Stationery
  • Awareness print ads
  • Brand Integration – Helping select site fixtures, direction on signage, direction on architectural features (turning a simple fountain into a monument dedicated to Viola)
  • Corporate wear
  • Restaurant collateral (Menus, brochures & gift cards)
  • Merchandise (t-shirts & caps)
  • Online Development
    • Splash page for launch
    • Viola’s Ventanas website

Results

Viola’s Ventanas will open in February 2013, but so far, we’ve noticed a groundswell of anticipation. Our goal is to make Viola’s Ventanas a true San Antonio landmark, pulling in everyday locals as well as out-of-towners who make this a destination.

Posted on . Categories: Client Stories, Restaurant