This project is an application from Brand Identity & Strategy, in which we have used a fictitious Cafe located in the island of Menorca & our task is to build the brand from scratch using principle studied in the class

1. POMADA MENORCA RESTAURANT
Abhishek Semwal
Customer Discovery: ICEBERG METHOD
Brand Positioning & Positioning Map:
We will create a perceptual map for POMADA MENORCA RESTAURANT first to understand
the key metrics
For tourist most important perimeters are
1. Adventure quotient : Pioneers (risk takers or storytellers) or follower(who follow
recommendation or reviews)
This Photo byUnknown Author is licensedunder CCBY
BEHAVIOUR: Tourist coming from
abroad wants to enjoy & relax, enjoy
sun & beaches, most of them have
done online research & read reviews &
have particular expectations, they
want to experience local culture, they
also carry biases as they have been
recommended or warned by their
friends based on their experience
NEEDS: To experience culture, the best
way is through local cuisine. Ambience
of the restaurant which represent local
culture also plays an important part.
TENSION: Fear of missing out vs cost
of experience. Tourists always are
crushed between the two. Hence
value for money proposition is very
important
MOTIVATION: Most of them have
been planning for this vacation for
months or years, some of them might
have been saving for years. Tourist
could be a couple on honeymoon or
bunch of friends want to hangout or a
family vacation, but all of them are
looking for an escape from the
monotonous of life. This could be the
chance to show the world that their
life is awesome too

2. POMADA MENORCA RESTAURANT
Abhishek Semwal
2. Cost of experience: Spenders & conservatives
Target: Fun loving & adventurous tourists who wanted to experience themselves before
assuming or seeking opinions, they have disposable income or courage to spend on an
adventure
Competitors: People want to enjoy Mediterranean food at the place of stay, Fast food
chain, Local Restaurants with legacy
Frame of reference: Local Authentic Menorca Mediterranean cuisine
Point of Difference: Target on the motivation of the customer. Experience & adventure
seeking people, that will require ambience, fun photoshoots & food presentation. The
quality of food & menu option needs to be unique
Reason to believe: Best Chefs in the town, claimof authenticity & experience
Pomada Menorca
Food in the hotel
(placeof stay)
International food
chain joints
Old restaurants with
better reviews &
history
local cuisine experience
Pioneers
Spenders
Followers
Conservative Template by: www.perceptualmaps.com

3. POMADA MENORCA RESTAURANT
Abhishek Semwal
Positioning Statement:
To fun-loving & adventure seeking travellers, who are opinion makers & self-believers, who
make their own standards & their own stories. Pomada Menorca believes in you, because
Pomada was founded on the same vision of self- believe & trust in the high standards. The
Mediterranean food, we serve is the proof & essence of our story, & the standards that can
only be complimented by your presence. Our chefs are the masters of their trade for
preparing one of the finest authentic Menorca Mediterranean cuisine. Our menu has been
created by utmost love & care so that we could also become the part of your awesome
experience & story
Brand House:
Brand Vision : Mind recall or Brand recall whenever
they see, read or hear anything on Menorca Island
MARKET BRAND PEOPLE
CATEGORY INSIGHT: Authentic
Mediterranean cuisinepreparedby best
chefs presentedin a waythat represents
Menorca & Spanish culture,an entire
journey of experience
BRAND HIGHESTPOINT:
An experiencethatwill inspirea story
TARGET: Fun loving & adventurous tourists who
wanted to experience themselves before
assuming or seeking opinions, they have
disposable income or courage to spend on an
adventure
COMPETITIVEENVIRONMENT: People
want to enjoy Mediterranean food at the
place of stay, Fast food chain, Local
Restaurants with legacy
BRAND & PRODUCTEQUITY :
Founder with thevision& Chefwith
the best in class talent, and one of
the most distinctmenu which gives
it an edge over others
Most ofthem havebeen planning for this vacation
for months or years, someofthem mighthave
been saving for years. Touristcould bea couple
on honeymoon or bunchoffriends wantto
hangout or a familyvacation,but allofthem are
looking for an escapefrom the monotonous of
life. Thiscould be thechanceto show theworld
that their life isawesome too
BRAND AMBITION : To generate awareness & following & organic traction on social media & reviews
BUSINESS AMBITION: To expand & create franchise
Brand personality : Aperson
who is a explorer, honest &
believes in authentic
experience

4. POMADA MENORCA RESTAURANT
Abhishek Semwal
Brand Manifesto:
We believe that life is an important gift & we must treasure it with good & beautiful
memories. Just like no one can beat your first experience of driving a car or proposing to
your better half or being parents for the first time, these are not only the most remarkable
moments in your life but one of the most cherished, pure & honest experience
Pomada Menorca wants to celebrate & contribute to your remarkable moments. Our
Celebrated chefs who are passionate to prepare one of the finest Mediterranean cuisine
using Menorca’s local ingredients & are prepared in a traditional way.
Only thing that we want you to do is to come & visit us & we will ensure that you will add
another remarkable moment in your life. Cherished, Pure & Honest.
Brand Identity
 The Logo:
 The Name: Reflects its origin of Menorca
o Does it communicate the essence of the brand and the image the brand is
trying to convey? In what ways? Sunset next to beach is one of the most
beautiful moment & our restaurant can leverage it, the logodepicts the
Mediterranean serene mood
o Does it allow for brand growth beyond the currently portfolio? How? yes,
because they can franchise themselves in the future & brand themselves
around Menorca local cuisine
 The Overall Look and Feel.
o What are the color palettes? Fonts are San Narrow which represents
calmness & quietness & approachability & humanize the brand
o What are the primary and secondary colors? Blue which represent color of
the Ocean & secondary is red which depicts Hot & spicy Mediterranean food
& both integrates into each other, which means both are incomplete
without each other
o How do these colors stimulate brand association? It stimulates the
experience & when the person revisits this logo, he will revisit the memory
o Do they build differentiation for this brand? Yes, coz this logo has universal
appeal & message & can be used in multiple platforms
 Typography.
o What typeface is used and why? San Narrow, as this provides straight
forward & honest but humanizes the brand, since we are all about
internalizing the experience, human emotion & touch is necessary