The insight
With the high rise in popularity of ordering food online, it is quite tough for a restaurant to maintain its clientele without integrating an app. And a customer-centric / easy-to-navigate one, undeniably. With that in mind, and cutting through the Deliveroo/ Instashop / everything else, we had to create something memorable.
No pressure, but there’s also an audience gap here: both Russians/ Ees and non-Russians.
The approach
So how do we build awareness, trust and loyalty to a restaurant app? By telling a heartfelt geniune story. The story of warmth, of a comforting hug conveying what Pechka stands for: Babushka’s strong values and long-standing traditions. So it’s with a hint of nostalgic taste of home that that we created a caregiver brand, the closest to Eastern Europe you can taste.
With red as a dominant color and a very distinctive pattern, we crafted the visual identity and successfully launched the app in the UAE. Want a scoop? A Pechka café has recently opened its doors in Dubai and is welcoming people into another side of the world, a really tasty one!
