Concept Development is creating the overall offering of the business. A lot of this development happens in conjunction with the Business Plan (to understand the financial viability and return), as well as the Brand Development (which needs to link hand-in-hand with the Concept). A number of items will be discussed in group meetings to establish at first, the big picture, and closer to opening, the finer details of the concept. Some examples of discussion points include: 

• Size of Space
• Style of Operation 
• Style of Service
• Flow of Operation
• Generalized Layout
• Audio/Visual Requirements
• Patio (if applicable)
• Take-out Program (if applicable)
• Menu Style / General Content
• Menu Board Options (For QSR Operation)
• Uniforms — Look & Feel
• Beverage Program (non alcoholic beverages & alcohol program components)
• Linen / Smallwares / Glasswares
• Staffing Model

Concept development is tied to Branding because there’s so much crossover between streams. Read more about our Brand Team below. here.

In this ever-changing and increasingly competitive industry, there is no better way to captivate your customers and bring your concept to life than a strong brand presence. Our team of experienced and highly skilled brand experts work with you and your team from initial concept development or existing brand refresh right through to launch. 

Our Concept + Brand Services Include:

Brand Audit + Refresh

Menu Development

New Concept Development

Business Plan +  Financial Model

Brand Development

Menu Development

Every project and Client need is different—asking us how we work is a little like asking ‘how long is a piece of string?’—but we try to centre each project around some key project milestones:

Project Start

- Initial Kickoff Meeting

- Market Research

- Team Brainstorm

Creative Territories

- Research Discussion

- Moodboards

- Executional Touchpoints

- Name Generation

Identity and Brand Exploration

- Identity Exploration based on chosen creative territory and name(s)

- Preliminary exploration of Supporting Brand Elements--Pattern, Fonts, Colour Palette, Secondary Logo etc.

- Sample Brand Application--Look and Feel

Identity and Brand Refinement

- Identity Refinement based on chosen option

- Supporting Brand Element Refinement

- Further Brand Rollout -- Uniforms, Signage, Menu

Final Art

- Signage/Packaging/Uniforms/Menu Artwork Created to Spec

- Files Submitted to Print

- Final Brand Package Created for Handoff