Roti Modern Mediterranean
Roti
Roti is a fast casual restaurant chain that serves Mediterranean cuisine with an emphasis on customization, bold flavor, signature sauces and sustainability with over 25 locations nationwide.
Client
Roti Restaurants LLC
Year
2023
Role
Brand Design Manager, Graphic Designer, Photographer
Live Project
Visit Site
Overview
Overview
Roti was emerging from a post-Covid world with many locations in dense urban environments with a need to develop a stronger brand identity, improve their digital guest experience and reposition themselves amongst a growing competitive set.
Roti was emerging from a post-Covid world with many locations in dense urban environments with a need to develop a stronger brand identity, improve their digital guest experience and reposition themselves amongst a growing competitive set.
Overview
Roti was emerging from a post-Covid world with many locations in dense urban environments with a need to develop a stronger brand identity, improve their digital guest experience and reposition themselves amongst a growing competitive set.
My Role
My Role
Initially I supported all brand campaigns through graphic design of printed and digital marketing collateral such as e-mails, social media content, posters, printed menus and in-store merchandising. This work led to me assuming all duties and responsibilities as it related to photography and creative direction.
Initially I supported all brand campaigns through graphic design of printed and digital marketing collateral such as e-mails, social media content, posters, printed menus and in-store merchandising. This work led to me assuming all duties and responsibilities as it related to photography and creative direction.
My Role
Initially I supported all brand campaigns through graphic design of printed and digital marketing collateral such as e-mails, social media content, posters, printed menus and in-store merchandising. This work led to me assuming all duties and responsibilities as it related to photography and creative direction.
Email Campains
Email Campains
Email Campains
Social Media
Social Media
Social Media
Brand Design
Brand Design
Throughout Roti’s history the brand had gone through several different brand identities to try and create better brand recall. These changes resulted in an unclear visual identity and incoherent look and feel across all touch points.
The growing competitive set forced the brand to invest in a new, strong, coherent and modern brand identity. I oversaw a small team of creatives to create a new visual identity inclusive of logos, colors, photography, typography and more.
Throughout Roti’s history the brand had gone through several different brand identities to try and create better brand recall. These changes resulted in an unclear visual identity and incoherent look and feel across all touch points.
The growing competitive set forced the brand to invest in a new, strong, coherent and modern brand identity. I oversaw a small team of creatives to create a new visual identity inclusive of logos, colors, photography, typography and more.
Brand Design
Throughout Roti’s history the brand had gone through several different brand identities to try and create better brand recall. These changes resulted in an unclear visual identity and incoherent look and feel across all touch points.
The growing competitive set forced the brand to invest in a new, strong, coherent and modern brand identity. I oversaw a small team of creatives to create a new visual identity inclusive of logos, colors, photography, typography and more.
It was important when selecting the new brand colors that they anchor the visual identity with a subtle nod to the brand’s Mediterranean roots while not competing with vibrant colors of the food shown in restaurant and across promotional materials.
To extend and amplify the new brand design I redesigned all packaging replacing the old logo and colors across takeout bags, catering bags and pita bags. In addition we introduced branded water bottles and desert packaging to the business.
It was important when selecting the new brand colors that they anchor the visual identity with a subtle nod to the brand’s Mediterranean roots while not competing with vibrant colors of the food shown in restaurant and across promotional materials.
To extend and amplify the new brand design I redesigned all packaging replacing the old logo and colors across takeout bags, catering bags and pita bags. In addition we introduced branded water bottles and desert packaging to the business.
It was important when selecting the new brand colors that they anchor the visual identity with a subtle nod to the brand’s Mediterranean roots while not competing with vibrant colors of the food shown in restaurant and across promotional materials.
To extend and amplify the new brand design I redesigned all packaging replacing the old logo and colors across takeout bags, catering bags and pita bags. In addition we introduced branded water bottles and desert packaging to the business.
Food for a Full life Campaign
Food for a Full life Campaign
While I worked on the new overall brand identity, Roti engaged with agency partners to help the brand define a new tagline, purpose and mission that could be easily communicated to guests.
Once Food for a Full Life was born I designed all creative elements for the campaign to introduce the new brand statement. These elements included a scalable logo, merchandise with brand story and new packaging.
While I worked on the new overall brand identity, Roti engaged with agency partners to help the brand define a new tagline, purpose and mission that could be easily communicated to guests.
Once Food for a Full Life was born I designed all creative elements for the campaign to introduce the new brand statement. These elements included a scalable logo, merchandise with brand story and new packaging.
Food for a Full life Campaign
While I worked on the new overall brand identity, Roti engaged with agency partners to help the brand define a new tagline, purpose and mission that could be easily communicated to guests.
Once Food for a Full Life was born I designed all creative elements for the campaign to introduce the new brand statement. These elements included a scalable logo, merchandise with brand story and new packaging.
UX
UX
Roti’s menu complexity often led to friction when ordering in-restaurant and across digital platforms due to the vast number of options and ingredients. Through a series of observations, interviews and menu performance research I designed and introduced a new ordering experience. This improved ordering experience helped guests feel more comfortable in their order while reducing the time spent ordering.
Roti’s menu complexity often led to friction when ordering in-restaurant and across digital platforms due to the vast number of options and ingredients. Through a series of observations, interviews and menu performance research I designed and introduced a new ordering experience. This improved ordering experience helped guests feel more comfortable in their order while reducing the time spent ordering.
UX
Roti’s menu complexity often led to friction when ordering in-restaurant and across digital platforms due to the vast number of options and ingredients. Through a series of observations, interviews and menu performance research I designed and introduced a new ordering experience. This improved ordering experience helped guests feel more comfortable in their order while reducing the time spent ordering.
As culinary innovation continued to drive the business I redesigned the ordering experience again to further build guest confidence while also ensuring proper flavor combinations for optimal satisfaction.
As culinary innovation continued to drive the business I redesigned the ordering experience again to further build guest confidence while also ensuring proper flavor combinations for optimal satisfaction.
As culinary innovation continued to drive the business I redesigned the ordering experience again to further build guest confidence while also ensuring proper flavor combinations for optimal satisfaction.
Photography/Photo Direction
Photography/
Photo Direction
At a restaurant with seasonal menu rollouts, limited time offers and frequent brand campaigns - the need for updated food photography was constant. Originally I contributed across the marketing journey with concept ideation, food styling and overall photoshoot direction. Given my background and experience in photography, I eventually assumed the role of in-house photographer for the brand.
At a restaurant with seasonal menu rollouts, limited time offers and frequent brand campaigns - the need for updated food photography was constant. Originally I contributed across the marketing journey with concept ideation, food styling and overall photoshoot direction. Given my background and experience in photography, I eventually assumed the role of in-house photographer for the brand.
Photography/Photo Direction
At a restaurant with seasonal menu rollouts, limited time offers and frequent brand campaigns - the need for updated food photography was constant. Originally I contributed across the marketing journey with concept ideation, food styling and overall photoshoot direction. Given my background and experience in photography, I eventually assumed the role of in-house photographer for the brand.
More Works More Works
More Works More Works
Tankersley
Tankersley
Tankersley
Tankersley
©2024 HUNTER TANKERSLEY STUDIO
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