Goundens Brand Identity
Scope of Work
Brand Discovery
Brand Positioning
Brand Identity Design
Branding Design
The Brief:
To create a brand identity that served to recalibrate the perception of an Indian fast food outlet – an outlet that exemplified fresh, clean, modern and classy Durban faire. Goundens was to be positioned as a brand that had a proud family legacy that hailed out of Durban – a tribute to a father who started with a small café and built up an empire of no less than 22 businesses. We needed to build an identity that looked like nothing that was currently in this market space. Perfect, a clean canvas to start from!
The Solution:
We conducted an extensive brand discovery exercise to cover the current offerings in the marketplace, exploring the colours represented and outlet designs. We found a very typical colour and design combination in the brands we researched. We used the detailed brief from the customer to build a completely unique brand identity that we believed represented the vision of the business – a fresh, clean brand design that also represented the core elements of fine Durban cuisine. The result was a brand that both met and exceeded the expectations of the client and customer that exemplified everything he wanted to express.
