The insight
Our approach towards all these offerings was to find a name that communicates that the disparate menus were all part of one big experience, and to connect them through a unified brand identity and visual language as well.
The approach
The approach included a brand strategy, followed by naming, and we landed on ‘Episodes’ to communicate how, depending on time of day and mood, people could choose which kind of episode they want to indulge in.
For the brand identity, we also approached this in a creative way by showcasing Episode 1, 2, 3 and 4 within the wordmark of Episodes, and including a differentiated colour for each of the venues and showcasing the experience of each through icons within the emblem.
Through naming, identity and visual language we could communicate the overall experience of Episodes as well as highlight the individual offerings of each venue. The menus and packaging too were catered to each of the Episodes venues with beautiful bread bags for the Deli and a newspaper style menu, an afternoon tea menu with illustrations for the Tea Apothecary and including the soft, muted colours for the Mandarin cake shop menu card.
If you are visiting Emirates Palace Mandarin Oriental hotel, be sure to try the sourdough bread from Episodes Deli, the decadent Afternoon tea experience from Episodes Tea Apothecary or indulge in the scrumptious cakes in the Episodes Mandarin Cake Shop.
