.CALIF

Services Provided
Brand Audit
Brand Design Strategy
Brand Persona
Name Adjustment
Visual Identity
Graphic Design
Display Menu Concept
Packaging

Awards:
Red Dot Award 2019
Winner Packaging Design
Dieline Awards 2019
Silver
Pentawards 2019
Certificate

Industry Context
Calif is a multiple award winning QSR (Quick Service Restaurant) and a popular local food brand in Bucharest. We worked for the Calif team before launching each new restaurant and for their product brands - Condimental and Kebun - that shortly became game changers.

Challenge
Calif decided to make a complete new brand positioning. By changing their menu into a more juicy, fast and affordable food option, Calif targeted Generation Z, the most active, engaging and opinionated generation.

It was a difficult challenge. We shifted our focus from the existing customers and their expectations to the savvy Gen Zers.  

Strategy
We worked closely with the business strategy and the interior design teams to create a new killer food court concept.

Because Gen Zers want to connect and belong to brands that reflect their diverse personality as individuals, the new concept would need to fuel their social presence and become a reason to snap photos, videos or boomerangs. 

Calif needed to receive a name adjustment and became a point of interest, relevance and a meeting point where diversity is welcome. So Calif became .calif (point/dot calif).

Thanks to an open-minded client, we received total freedom in outlining the new identity. The design concept received a dominant pop-art approach and became infused with an industrial style and elements borrowed from urban playgrounds.

The first perception of .calif shortly translated into a fresh, cool and price-relevant QSR for Generation Z. In the first days since opening .calif exceeded sales expectations. 

Team
Beniamin Pop
Marius Farcas
Adela Sabou

Interior Design
Cosmin Todor Studio

Photo
Alexandru Prepelita
George Reuel

Year
2018