Tradition With Trend: The Story Behind Masala Home’s Dynamic Branding
Masala Home - Where Culinary Heritage Meets Innovation
A celebration of Indian spices and flavours, Masala Home brings the rich cuisines of India to Dublin. True to its name, Masala, meaning “Spice,” the restaurant offers a unique dining experience by blending centuries of Indian tradition with impeccable service. To elevate its brand identity and remain true to its roots, Masala Home came to us to rebrand and overhaul its complete marketing.
The Challenge
Masala Home had a loyal customer base, however it struggled a bit to create a coherent and modern brand identity while staying connected to its roots at the same time. Few of the challenges faced by Masala Home were:
- • Revamping Aesthetics
The brand wanted a design that blended a classy contemporary face with the wealthy cultural heritage of Indian cuisine.
- • Promoting New Offers
While their dinner menu was quite a hit with the Irish locals, a newly introduced lunch menu featuring unique items like the Curry Bowls needed effective promotion to attract a young and broader audience.
- • Inconsistent Branding
The brand also lacked a proper marketing guide to ensure that its visual identity and services are perfectly aligned with the cultural essence.
- • Market Competitive Approach
Dublin’s vibrant food scene meant being the best and it took high quality visuals, high quality thought, and powerful branding.
Our Solution
We collaborated with Masala Home earlier this year on the marketing front. To address these challenges, we implemented a comprehensive rebranding and marketing strategy:
1. Design Revamp & Brand Guide
We studied,redesigned and created a comprehensive brand guide, so everything is put together. The bold orange colour was replaced with the green that resonated more with authenticity and subtlety.
2. Visual Content Creation
We did professional photoshoots and video shoots, staff photoshoots, full menu highlights and creative motion and animated graphics.
3. Menu Design & Advertising
To improve the dining experience, new menus were designed and targeted ads were pushed out for specials like the newly launched lunch menu and the most favourite Lunch Bowls.
4. Social Media Management
Posting online consistently with vibrant posts, videos and interactive content increased the restaurant’s online presence.
5. Promotional Campaigns
A5 leaflets and other materials were created to promote the lunch menu and other offerings, thus reaching a wider audience.
The Impact
Within due time, we saw impressive results because of our strategic marketing efforts. It resulted in sales and ROI massively increasing, driving higher revenue and footfall, especially during lunchtime.
Masala Home reeled in more locals and tourists with its authentic flavours and its invite seeing breath take. New lunch bowls became massively popular and engaging social media content enhanced customer reach.
Streamlined marketing, including on screen and motion graphics, established Masala Home as a vibrant yet culturally relevant restaurant in Dublin's competitive dining scene. This rebranding journey emphasizes the importance of blending tradition with modern marketing strategies to expand the reach and win over a wider audience.
