Temüjin
The Challenge:
Create a brand that caters to the fine dining crowd, without the fine dining price and intimidation factor. Temüjin is a small start up so creating a light-weight branding package was key.
Named after the birth name of Genghis Khan, Temüjin wanted to create a brand that’s as exciting as their value proposition: fine dining made more accessible to a younger crowd. As the client was a team of two, I set them up with basic necessities to grow their business.
“I can’t keep taking reservations on my phone, one at a time. I’d rather focus on what I do best, being a chef.”
It was clear a better customer flow was needed on top of building a brand for Temüjin. At the time, the head chef was relying on word of mouth marketing to acquire customers. On top of having to create a menu, they needed a better way to track customer reservation information such as; their name, billing details, and number of seats.
A delicate balance of confidence and inviting nature.
When the clients approached me to create a brand named after Genghis Khan, their justification was that he was known as a ruler and conquerer that dominated at the scale of the world. Just like how they, as chefs, travel the world to learn authentic cuisine and aspire to bring those learnings back home.
It was important to design a brand that was friendly and approachable to separate the clients just enough from the darker stories Genghis Khan is know for.
Deliverables:
Website design for desktop and mobile
Customer flow for customers
Branding design, including brand guidelines
Photo editing for their dishes on web