Overview
A sophisticated take on traditional pan-Asian.
Located in Canterbury Hurlstone Park RSL, Nu Bambu embraces a blend of Thai, Chinese, Vietnamese and Indonesian cuisine. Everything from the modern décor to the street food concoctions beckons to those who wish to be immersed by a sensational culinary experience in the comfort of a casual dining space.
Brand positioning
The initial concept of Nu Bambu was a contemporary take on Asian cuisine. From the opulent interior to the prime quality of ingredients, the restaurant exuded a fancy atmosphere in the humble setting of a popular RSL club. Our challenge was to loosen the higher-end positioning of the restaurant and present it as an approachable and affordable choice for a wider demographic.
In the past, Nu Bambu had successfully attracted a higher-end customer base but lacked casual diners looking for a humble meal. With a modest menu offering, our task was to communicate the affordability of the restaurant to potential diners. To get this right, we knew that we had to build the campaign on a foundation of solid research. We began by reviewing their existing audience on social media, as well as the demographics of current RSL club members. We capitalised on a number of audiences including the middle aged demographic who were present on social media as well as mature diners who were existing club members.
Our brand revamp included implementing a softer colour palette. We eliminated the black elements of the current brand and injected tones of peach and lime to exude a more approachable style. Further, we crafted a new tone of voice that humaised the brand. Coupled with instagrammable content and playful captions, the new brand successfully attracted a new wave of customers. Our strategy included a suite of solutions including:
- Email marketing
- Brand revamp
- Social Media marketing
- Content creation
- Photography
