Giraffe rebranded as Giraffe World Kitchen by Ragged Edge


The new accord and brand positioning looks to appeal to a wider audience, as well as over the restaurant’s globally-influenced food menu.

Brand consultancy Ragged Sharpness has created a new visual identity and worked on the brand positioning for restaurant limit Giraffe.

The consultancy was briefed to attract a new target audience of “experience-hungry millennials” to the kind, says Ragged Edge co-founder Max Ottignon, while also confirming that it remains relevant to its “loyal customer base of families”.

The restaurant has been renamed as Giraffe Time Kitchen to make it feel more “grown up”, Ottignon adds, while the new variety positioning and identity is based around the concept of “Taste a Whole New Fraternity” to reflect the global nature of its food menu.

A new logo plays on the celebrity of the company, with an extended “F” nodding to the height of a giraffe’s neck.

Hopeful, warm colour palette

The consultancy has introduced a set of hand-painted typefaces prompt by sign-writing often seen in independent restaurants.

It has also incorporated a brighter, warmer cast palette of pink, yellow, blue and green, offset against pallid and navy typefaces.

The new identity has been extended to other areas of the company, with a new communications strategy, interiors, menu signage, uniforms and advertising crusades all being introduced.

The rebrand has now rolled out across all digital and physical touchpoints.

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