Ragged Edge rebrands Giraffe for the Instagram generation


Giraffe has relaunched as Giraffe World Kitchen. Integrated branding agency Ragged Edge has delivered a new brand positioning - ‘Taste A Whole New World’ - and brought it to life through a new logo, visual identity and tone of voice. The agency has overseen the application of the brand across every touch-point, internally and externally.

Recruiting a new generation of millennials

Since opening in 1998, Giraffe had grown into one of the country’s most successful restaurant chains with 48 sites across the UK alongside four others globally. But in an ever more crowded category, it was time for Giraffe to re-establish what it stood for.

Max Ottignon, Co-Founder, Ragged Edge, said: “The challenge was to remain relevant with its loyal customer base of families during the day, while attracting a whole new generation of evening diners demanding Instagram worthy-moments with every bite.”

Taste A Whole New World

Following a comprehensive research phase, Ragged Edge developed a range of propositions focusing on different elements of the offer. Consumer testing delivered a clear winner: Taste A Whole New World.

Ottignon says: “The new brand idea gives Giraffe a purpose that resonates with both existing customers and the new target audience of experience-hungry millennials. Just as importantly it’s true to its founding purpose: to travel the globe in search of the world’s best dishes.”

Visual and verbal identity

Giraffe became ‘Giraffe World Kitchen’. And a new identity signalled the brand had grown up without losing its much-loved vibrancy.

Inspired by the sign-writing common to independent restaurants all over the world, Ragged Edge created a set of hand-painted typefaces that gave Giraffe World Kitchen a credible and authentic voice. The colour palette is bright but rooted firmly in food, while photography and illustration focus on telling the stories around each dish.

A new logo makes sense of the name, gently playing on the giraffe’s unique ability to raise its head above the trees in search of new discoveries.

Branding with substance

To ensure there was substance to the new brand promise, Ragged Edge worked closely with Giraffe to embed the new brand across every element of the business. They collaborated with the food, marketing, interiors and training teams to deliver a coherent, joined up experience along every step of the guest journey.

In addition, they delivered a new communications strategy alongside a menu suite, signage, uniforms, POS and a series of integrated brand campaigns.

Immediate results

The rebrand was instrumental in attracting the new owners, Boparan Restaurant Holdings, who purchased the business from Tesco. The identity is currently being rolled out across the Giraffe World Kitchen estate. To date, each remodelled site has delivered an average uplift in like-for-like sales of 13%.

Alex Meyer, Marketing Director, Boparan Restaurant Group says “Repositioning Giraffe as a world kitchen has given us a clear purpose that resonates with both existing diners and a new audience of young professionals. Ragged Edge have helped us transform the Giraffe experience - not just how we look and sound, but how the brand behaves across every channel, touch-point and audience. The results speak for themselves.”

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