Roti Mediterranean Grill
Roti faced an identity crisis. Dozens of stores spread out through IL, DC, and NY in a mix of urban and suburban locations carried a confusion message of who Roti is, what Mediterranean is and how to order. We were tasked to rebrand and reposition the brand for expansion.
In the US, quick and healthy eating options for many suburban and urban markets can be difficult to find. This project allowed us to chart new waters for this industry and our client. The product was already delicious but the in-store experience, presentation and online presence were not appetizing to the audience.
Inside the studio, there were huge opportunities to allow my team to flex creatively, dive into research, and affect every touch point the client has with their customers.
- define the vision, values and purpose of Roti
- reframe the discussion of the cuisine style
- retool the menu ordering process and product names
- create a visual aesthetic for the interior promoting fresh food and comfortable gathering spaces
- create a photographic style to capture bright, delicious and healthy food
- design a website that showcased the new brand, product, ordering process, and photography
Roti opened 20+ stores since the rebrand with more on the way.
- Account Director
- Internal/External team lead
- Main client contact
- Discovery & research
- Creative brief creation
- Copywriting & editing
Why this project?
This project allowed my team and I to touch every part of the customer experience, not just aesthetics. I dove into the company’s soul to help define its values, vision & purpose. We got to eat tons of amazing food, see how everything was made and interview employees and customers.
We developed a fun brand which showed up in messaging, menu design (and overhaul), service offerings, digital experience, art direction/photography, social campaign development and interior/exterior signage and graphics.
Our retooling of the experience is also present in the final interior design direction. Our moodboards and vision were used to design the space.
When you order at Roti today you order using our vernacular, look through our display, eat off of our packaging, and experience a vibe that we defined.
My team was proud of the work and I got to teach our youngest designers how to plan a photoshoot. More than eighty photos of products and tablescapes were shot in two days.View website