Café Rouge has been bringing French dining to the UK for more than 30 years, with their classic interiors, signature shade of red and long-standing loyalists. When Big Table Group approached Keane to support a strategic repositioning to refresh the brand and put Café Rouge front-of-mind for high-street dining and drinking experiences, we jumped at the chance.
With ambitious client plans to reinvigorate the offer, service and restaurant environments, our brief was to reposition Café Rouge – effectively contemporising it to make it more appealing to new audiences in a crowded and competitive marketplace.
The evolved Café Rouge brand identity needed to re-establish itself as the go-to for French dining and drinking, while retaining its strong heritage and history. Rather than trying to pastiche a classic French bistro like other brands on the high street, the new Café Rouge is akin to being welcomed into the home of a friend who has recently travelled to France, fallen in love with it, and is excited to share their experiences.
This positioning led to the new visual identity which is inspired by collages and scrapbooking. The new colour palette nods to the history of the brand and the famous shade of red, but with the modern twist of cream and dark blue – inspired by the French flag but bringing warmth and sophistication.
This new look and feel was activated across multiple touchpoints from digital comms to in-restaurant collateral. This included a new suite of menus which showcase their new and improved dishes. The handwritten copy adds personality, warmth and a sense of friendly approachability, and acts as a nod to their travels.
To build anticipation, we also developed a launch campaign for the new menu, which was effectively centred around a love letter to French dining. We invited guests to fall in love with the new menus, and the dishes within. This campaign was rolled out across social posts and animations, A-boards, mail drops, web banners and table talkers.
Lastly, and perhaps most excitingly, we also supported Café Rouge on their pilot concept sites in Haywards Heath and Birmingham, from the brand and comms development to the local launch plans. Named ‘Rouge’, the restaurant concept elevates the positioning of the brand further, with revamped interiors and exciting new menus featuring extra-special dishes and drinks.
159 Wardour Street
+44(0)203 687 0369
6 - 12 Bow Street
+44(0)121 666 6667
Umm Hurair Road
8, Jalan Kilang Bara
07-04 Central Link
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur
168, Soi 20