Amber India
A Fresh Look for a Bay Area Classic
Bay Area, CA
SERVICES
Verbal & Visual Identity Development
Menu & Collateral Design
Menu Consultation
Public Relations Strategy & Execution
Social Media
Email Marketing
The Brief
With a long-standing history and strong reputation in the Bay Area, Amber India helped pave the way for high-end Indian restaurants. As Amber India grew and evolved, the brand identity had gotten lost and diluted. Additionally, over the 30 years since opening, the local restaurant scene had changed dramatically and newer, upscale developments began to overshadow Amber India's position in the market. These changes presented the perfect opportunity for Amber India to refine and redefine their brand for a new generation. Our team was tapped to help restore excitement for the brand and introduce it to new audiences through a vibrant visual identity refresh and renewed PR & marketing efforts.
A Refreshed Identity
By developing a clear and concise brand story and messaging strategy, our team crafted a comprehensive brand identity that reflects and enhances the experience guests can expect. A new logo wordmark and icon reflects the brands traditional cuisine while unifying the multiple locations into a cohesive group. A monoline icon and modish, san-serif logotype marry a sense of balance and modern sensibilities with polished sophistication. Combined with an updated color palette of rich blues and turmeric, the brand identity helps set Amber India apart from competitors in the area. Additionally, our team provided comprehensive menu consultation working to refine the offering, strategically scripting menu verbiage, and crafting beautifully designed, intuitive menu suites. To complete the brand refinements, our team applied the updated identity to the Amber India website, in addition to refining the sitewide navigation to help improve the visitor experience.
Marketing & Public Relations
Our team worked closely with the Amber India team to identify opportunities to create connections to their menu, ideating and bringing to life a number of promotions around Indian holidays as well as the restaurant's popular - and gorgeous - mithai, available only during Diwali, and spearheading a large charitable initiative in partnership with seven local Indian restaurants. We supported an integrated approach, managing organic social media as well as email marketing to support and promote the restaurant's initiatives and to drive business. Coverage secured included a range of local and regional online and print outlets as well as TV.
Photography: Joseph Weaver