P7 restaurant, previously known as Park7, is a part of Parkhotel Praha, with the restaurant being located on the ground floor of the hotel with a separate entrance, facing the street. Our task was to give the restaurant a new image and to build greater awareness, to in turn, bring more customers to the restaurant. In order to do so, we firstly needed to create the concept within which the restaurant will be presented.
Based on the initial situation of the restaurant and the research we did, we saw the restaurant as an integral part of the Prague 7. The location is perfect, as it is very close to main cultural, sport and outdoor activities (ice-hockey stadium, Výstaviště, Stromovka park and the National Gallery to name a few). There are many (not only local) residents who pass the restaurant every day, but mainly during weekends when going out. The restaurant has both a kids corner and outside terrace; both elements that have the potential to attract a lot of customers. The pizza made in Park7 is remarkably good, and it was starting to get a good reputation. We also found out, in our research, that Prague 7 residents are very proud residents of their district and they like to get involved with local business, activities, etc.
We made it our aim to present the restaurant as a community place to local residents with a focus on families. For that reason, we proposed 2 drastic changes, which were neither requested of us, nor part of our brief, but we thought that they would be key to a successful rebranding and subsequent marketing campaign: 1. We proposed a new name – P7. Short, memorable and modern, we left the P to interpretation of the audience, but our meaning would be Prague, Parkhotel, Park Stromovka (next to the restaurant), as well as pizza. We proposed to use the 7 as part of the interior decoration and marketing campaigns. 2. To connect the menu with the concept, and to create a buzz, we recommended that P7 should be the only place in Prague (in the whole world?), that offers pizza in 7 slices.
Having now a new name and a strong concept, we started to think about the logo and whole brand image. We wanted to present the restaurant as a lively place, meaning the logo should be optimist, colourful and playful. We did not want to go with the colour green due to its connection with Parkhotel. Instead we decided on a combination of red and orange, which also represented pizza well. After the logo and colors were approved, we designed the rest of the materials and recommended improvements to the interior. We designed the new business cards, menu, outside sign, loyalty card as well as a promotion leaflet for their re-opening evening, and last, but not least, their website. The new image was very well received by both the client and their audience.