The team at Big Table approached us with a big ambition for Café Rouge –create a trial concept that would reposition the brand as a more premium experience to attract a younger demographic who had no affiliation with the French classic.
Our brand development started with a simple truth identified through research, which is that younger consumers who had never engaged with the brand before wrongly thought it was a daytime café, and so out went the word and in came a more all day focused, Parisian-inspired brasserie positioning that would give the brand a new lease of life.