Corporate Identity Design
The Blue Waters Café brand had become outdated and stagnant, and, as a result, sales declined. However, due to Blue Waters Café’s most important unique selling point (USP), which is its ideal location on the shores of Gqeberha’s pristine coastline overlooking Shark Rock Pier, the opportunity emerged to become the most popular social gathering in Gqeberha. The goal was to build a new corporate identity system that would reposition Blue Waters Café in the local hospitality industry to gain more sales, increase revenue and better match the target market. The client’s brief outlined that Blue Waters Café should be re-branded to Kingdom. The focus shifted from serving breakfast, lunch and dinner from a broad target market to a more niche market. The niche market was identified as the affluent, fast-growing and influential members of the new black upper-middle class, also known as Black Diamonds, which has more spending power than before. Kingdom is a vibrant restaurant and venue that offers its patrons live music, excellent cuisine, a diverse drinks menu and a premium space where like-minded individuals can unwind.
