Diva’s: The birth of a brand
The Crepaway franchisee in Kuwait asked for solutions for declining traffic & sales, increasing customer dissatisfaction and a strained and non-productive relationship between the franchisee and the franchiser.
Research yielded that the menu & service received negative perceptions, the store lacked identity and did not appeal to any market segment, and the name created confusion.
Objective: Revamp the brand and re-launch it in Kuwait
Strategy: Eliminate the current brand and build a new, modern one
Insight: Dining habits of the market require broader experience
Approach: Create a diverse, entertaining and dynamic modern dining experience with a young spirit
Big idea: New inspiring name & trendy ambiance