Roti Modern Mediterranean
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. Our team at Grip was 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.
- 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.
My roles at Grip
- Account Director
- Internal/External team lead
- Main client contact
- Discovery & research
- Creative brief creation
- Copywriting & editing
Why this project?
This project allowed the team at Grip to touch every part of the customer experience. I dove into the company’s soul to help define its values, vision & purpose. We ate tons of amazing food, saw how the food was made and interviewed employees and customers.
We developed a fun brand which showed up in messaging, an overhauled menu design, service offerings, digital experience, art direction, photography, social campaign and interior/exterior signage and graphics.
Our experience recommendations were used in the final store design. Our vision and conceptual materials were used by the interior designers to bring the space to life.
When you order at Roti today you order using our vernacular, look through our displays, touch our packaging, and experience the vibe 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