Gooh! Idea, positioning and identity
| Fact |
Value |
| Contact |
Stockholm |
| Client |
Gooh! |
| Project |
Idea, positioning and identity |
| Industry |
Retail |
| Timeline |
Mar 05 - Ongoing |
| Services |
Brand Idea
Corporate Design
Brand Identity
Brand Positioning
|
| Team size |
3 The Brand Union
2 Client |
The target for Gooh! was to be the first company in the world with three stars in Guide Rouge® for fast food. Implementing this business idea demanded a marriage consultant with the instinctive ability to match up an unexpected couple: The first-class Operakallaren restaurant and the Swedish Farmers Supply and Crop Marketing Association. Together they gather the resources, expertise, and trust to bring the business idea to fruition. That was the start of Gooh!
Doing what we have done...would not have been possible if enormous, professional competence had not been involvedLars Finns, CEO Gooh!
No one expected a fast food restaurant with the same price as McDonalds. A fast food joint with Guide Rouge’s ambitions and great food. And on top of that a great health profile.
The challenge
The presentation is the key
The presentation of the product must therefore show a combination of good taste, be easy to understand, have personality and show that it is fast, good and easy. A high level of service (not measured in the numbers of personnel). When you enter the shop you must have the feeling: "oh, how wonderful" and when you have eaten your meal "oh, how good that was".
A new brand
The name should tell the consumer about the expectations of the environment and the food: Gooh! - that's yummy!
The work
Design system
The dishes were divided into two different areas: the white ones (the classic Operakällaren dishes) and the black ones - which were more contemporary dishes.
Logotype
Not too classic or too contemporary, the logotype should express astonishing good food from this shop.
Pride in the food
The packs didn't need any pictures since the food itself felt so fresh and tasty.
Typography
Simple and easy to understand. A modern classic with sometimes the addition of the signature, an approval by the head chef of "Operakällaren" Stefano Catenacci.
Gooh! is growing. At this moment (sept 2007) the brand has 10 shops in Sweden.
