The challenge
Spartan is one of the most well-known Romanian brands. Its products, inspired by Greek cuisine, such as gyros pita, souvlaki and more, are enjoyed in over 36 cities, making it one of the country’s most popular fast-food franchise brands.
Spartan operates in a fiercely competitive market, with both established international players and emerging competitors. The franchise’s extensive network of restaurants necessitates a comprehensive and meticulous approach to rebranding. The creative solutions implemented must not only be visually appealing, but also functionally effective and resonate with the target audience.
Strategy
The brand aims to speak more to the younger generation and to reflect a change of attitude towards the new and modern, priding itself on products of the highest quality.
Spartan’s management made the bold decision to retire the iconic Spartan helmet logo. This strategic move signaled a commitment to a fresh, modern brand identity, shedding any outdated associations.
The proposed color palette aligned seamlessly with Spartan’s emphasis on freshness. Deep greens, vibrant greens, and natural greens evoke a sense of vitality, while black, white, and gray accents add a touch of sophistication and power. The chosen typeface mirrors the brand’s personality: confident, embracing imperfection, celebrating the human touch, and resisting rigid uniformity.
Standout visuals highlighting impactful messaging and mouthwatering products. A robust suite of digital and print marketing collateral, coupled with rapid response to nationwide graphic implementation requests. A comprehensive brand manual ensuring consistency, tailored for collaboration with multiple advertising agencies and partners. These are just a few highlights of the Spartan project, a truly rewarding and engaging endeavor.
We revitalized the brand identity of an established Romanian chain of restaurants to appeal to a contemporary audience.
Outcomes
The Spartan rebranding project was a testament to the power of bold creativity, functional design on a national scale, and collaborative solutions, reinforcing our commitment to delivering impactful results while navigating the complexities of large-scale brand transformations.
