Capricci
Bringing to life Bangkok’s only Italo-disco restaurant & bar
CLIENT
Capricci
WEBSITE
capricci.com
LOCATION
Bangkok
DELIVERY
November 2024
Market Research / Product Profile Development / Visual Identity / Voice & Storytelling / Copywriting / Collaterals Design / Graphic Guidelines / Website Design / Launching Marketing Strategy
Our client, the talented and award-winning chef duo Arnaud Dunand and Christian Martena, well-known figures in Thailand’s F&B scene with successful establishments such as Maison Dunand and Clara, embarked on a new venture together. They aimed to introduce the quintessential Italian ‘aperitivo’ way of life to Bangkok’s discerning food enthusiasts through Capricci. Their vision was to combine a vibrant atmosphere, great food, classic Italian beverages, and Italo-disco music and decor into an experience that was informal, friendly, and centered around sharing.
The challenge was handed to YouMakeMe to create a visual identity and branding that would perfectly match this distinctive concept, laying the groundwork for a successful launch.
Solution
Market Research & Product Profile Development
YMM did a thorough analysis of competitors and the local market to guarantee Capricci’s standout position with an unique value proposition. Leveraging our F&B expertise, we developed a detailed product profile detailing Capricci’s operational aspects, offerings, and goals, thus providing a clear blueprint for implementation and success.
Brand Voice & Storytelling
We built a brand voice for Capricci that was fun, friendly, and slightly quirky, embodying the warmth and sociability of Italian aperitivos. This approach aimed to present Capricci as personable, approachable, and infused with excitement and playful spirit.
Launch Marketing Strategy
A comprehensive marketing strategy was developed, encompassing digital marketing, visual marketing, public relations, and direct marketing components. This multi-faceted approach was designed to maximise brand exposure and awareness right from the start.
Branding & Collaterals Design
Our branding embrace the Retro Italo-Disco theme, featuring AI-driven visuals that fused nostalgia with humour. The evolving logo, along with a selection of fonts, portray a blend of retro and modern aesthetics, deliberately cheesy to celebrate the disco ethos and engage customers with light-heartedness. It was a deliberate creative choice to veer away from trends, opting instead for a distinct identity characterised by bright, vintage-washed colours complemented by modern pink and red hues.
Website Design & Development
YMM crafted a sleek, user-friendly website for Capricci, anchoring its digital presence with a design that makes navigation seamless for visitors. The website’s content, aligned with Capricci’s tone of voice, guides visitors effortlessly through its menus, offerings and special events like DJ nights.
Strategy
The aim was to equip the Capricci team with a full set of tools and materials necessary for a successful launch – from brand guidelines to a detailed marketing strategy and a curated library of visuals and collaterals, all while honouring their original vision. By creating an adaptable brand toolkit, we ensured that Capricci could maintain a consistent brand identity across all platforms, maximising engagement with their target audience.
Additionally, the strategy was designed to support ongoing adaptability, allowing Capricci to evolve and respond to market trends while staying true to its core Italian aperitivo experience.
Outcome
The branding for Capricci captures the essence of the concept, setting it apart with:
A captivating brand universe filled with retro and disco vibes
A digital presence that accurately depicts the Capricci brand and concept
Ready-to-use visual assets and strategic online content to generate pre-opening buzz
