Naansense

Project Overview

Naansense, a fast-casual Indian-inspired restaurant, sought to reposition its brand to appeal to a broader audience. The project involved a comprehensive brand refresh, including graphic design, menu board design, signage, packaging, menus, and social media ads. Homade has been working with Naansense on various marketing initiatives since 2017, building a strong partnership and deep understanding of the brand's evolution.

Objectives

• Reposition Naansense as a more approachable, Indian-inspired eatery
• Create a cohesive brand identity across all touchpoints
• Design user-friendly menu boards and menus
• Develop eye-catching packaging and signage
• Create engaging social media ad templates

Process

1. Brand Repositioning

Building on our long-standing relationship with Naansense, we began by shifting the brand's positioning from "Transports you to Mumbai, India" to "Indian-inspired eats." This change aimed to make the cuisine more approachable to a wider audience, similar to successful fast-casual chains like CAVA.

2. Graphic Design and Brand Kit

A new brand kit was developed, including:

• Updated logo
• Fresh color palette
• Typography selection
• Visual elements and patterns inspired by modern Indian design

3. Menu Board and Menu Design

The menu boards and printed menus were redesigned to:

• Highlight popular dishes with appetizing imagery
• Use clear, easy-to-read typography
• Incorporate the new brand colors and visual elements
• Organize items in a logical, user-friendly manner

4. Signage and Packaging

New signage and packaging were created to reflect the updated brand identity:

• Storefront signage featuring the new logo and color scheme
• To-go packaging with modern, Indian-inspired patterns
• Eco-friendly materials to align with contemporary values

5. Social Media Ad Templates

A set of social media ad templates was designed to:

• Showcase menu items in an appealing way
• Highlight promotions and special offers
• Maintain brand consistency across platforms
• Allow for easy customization by the Naansense team

Challenges and Solutions

One major challenge was balancing the desire to appeal to a broader audience while maintaining authenticity. To address this, we:

• Conducted market research to understand customer preferences
• Collaborated closely with Naansense's culinary team to ensure accurate representation of dishes
• Used focus groups to test and refine designs

Results

The brand refresh and new marketing collateral contributed to:

• Increased foot traffic and sales at Naansense locations
• Higher engagement rates on social media platforms
• Positive customer feedback on the new brand identity
• Improved brand recognition in the fast-casual dining sector

Conclusion

The comprehensive brand refresh for Naansense successfully repositioned the restaurant as an approachable, Indian-inspired eatery. By creating a cohesive brand identity across all touchpoints, from in-store signage to social media ads, we helped Naansense appeal to a broader audience while maintaining its unique culinary identity. This project, part of our ongoing collaboration since 2017, demonstrates the power of strategic design and long-term partnerships in transforming a restaurant's brand perception and market position.