The insight
“Go home or come home to Broadway”! That’s how it all started. Under the red velvet curtain and the bright shining lights, we created a brand full of playfulness but equally elegant and stylish that was going to challenge the status quo. We wanted that Je Ne Sais Quoi to invite people backstage- to make them feel like they had traveled into a parallel world, one where rabbits serve cocktails and beer pints ride bicycles!
The approach
Based on the brief, we went for confident, witty, provocative and bold as an approach. Using illustrations, we developed an identity for Broadway that screamed humor and playfulness, one that was going to inspire conversation and connect with our audiences.
How did we make the magic happen? By combining elements of theatre, performing arts, with our extensive dining etiquette knowledge (we did mention we’ve developed a wide wide array of F&B outlets across the region, didn’t we?!)
An evening of feast, fashion and frenzy are on the menu (that we developed!) ; and Mamma Mia did we love working on this one!
