Roti Modern Mediterranean
Roti faced an identity crisis. Dozens of stores spread out through IL, DC, and NY in a mix of urban and suburban locations carried a confusion message of who Roti is, what Mediterranean food is and how to order. We were tasked to rebrand and reposition the brand for expansion. Our work spanned everything from store experience, ordering system, messaging, branding, photography, and packaging to the website experience. We offered strategic recommendations that increased dinner service at suburban locations.
I led the project, wrote messaging and the positioning, presented the creative, produced the creative briefs, sourced the photographer, managed the client, contracts, and billing.
Role: Project lead, strategy, client interviews, vendor selection, account management
This project allowed the team at Grip to touch every part of the customer experience. I dove into the company’s soul to help define its values, vision & purpose. We ate tons of amazing food, saw how the food was made and interviewed employees and customers.
We developed a fun brand that showed up in messaging, an overhauled menu design, service offerings, digital experience, art direction, photography, social campaign and interior/exterior signage and graphics.
Our experience recommendations were used in the final store design. Our vision and conceptual materials were used by the interior designers to bring the space to life.
When you order at Roti today you order using our vernacular, look through our displays, touch our packaging, and experience the vibe we defined.
My team was proud of the work and I got to teach our designers how to plan a photoshoot.
More than eighty photos of products and tablescapes were shot in two days.