Vigour & Verve
Brand Identity
Agency: dieselbrook brand consulting
Art Direction; Identity Design
The Challenge
In 2015, hospitality giant Tsogo Sun initiated the development of a series of new dining franchises. The primary challenge was to create a brand that could effectively disrupt the traditional hotel-dining category to capture a younger, urban South African demographic. The identity needed to move away from the often sterile and predictable aesthetic of corporate hospitality.
The project required a scalable visual framework that could be adapted across multiple locations of varying sizes without losing its core identity. To succeed in a competitive urban market, the brand needed a high degree of visual distinctiveness – an identity that functioned as a destination in its own right, rather than just an amenity for hotel guests.
The process
Our strategic focus was on the development of a highly distinctive design system. The objective was to create a proprietary look and feel that signalled "urban meeting place" immediately upon entry. We prioritised the creation of Distinctive Brand Assets (DBAs) that would facilitate a seamless and efficient franchise roll-out.
The result was a brand system that focused on mental availability and brand recall from day one.
The solution
We shifted the focus from a generic restaurant feel to a distinctive identity. By standardising the visual language across environmental design, employee uniforms, and packaging, we created a brand that is instantly recognisable and highly defensible in a crowded market.
key brand assets
The Visual Signature: A high-contrast palette and bold typographic treatment designed for maximum visibility in urban environments and high-traffic hospitality hubs.
The Collateral System: A unified approach to menus and packaging that transforms functional items into mobile brand ambassadors, reinforcing the brand's distinctiveness at every consumer interaction.
The Roll-out Framework: A structured identity design that allows for rapid scaling across different architectural footprints while maintaining a consistent and recognizable brand signature.
The success of Vigour & Verve lies in its ability to function as a distinctive market player. By prioritizing strategic differentiation over industry clichés, we provided the client with a brand identity that not only attracted its target audience but also ensured long-term brand equity through consistent and memorable application.
