The Goal
My objective was to attract tourists to this Cocoa Beach restaurant and boost reservations by highlighting their seafood offerings and atmosphere.
Approach
In this project, I executed a three-part strategy:
Unified Branding: Created a scalable identity system applied to both print and digital menus.
High-Conversion Marketing: Developed mobile-friendly email campaigns and ad banners focused on intuitive layouts to drive sales.
Interactive Innovation: Integrated AR technology into banners to create an immersive experience, differentiating the brand from local competitors.
Brand Identity System
To capture the essence of Cocoa Beach, I developed a visual identity system that balances a relaxed island vibe with modern, clean lines. By integrating hand-drawn elements like torches and coconut trees into a structured design scheme, I ensured the brand felt both authentic to its seafood roots and approachable for modern families. This identity was then systematically applied to all touchpoints, from physical coasters and paper bags to the digital menu, ensuring a seamless brand experience regardless of the medium.
The initial concept is to transform the text into a logo or utilize a hand-drawing pattern as a logo.
I anticipated the need for scalability by moving from my initial hand-drawn concepts to a refined design scheme. I distilled the complex Hawaiian elements into simple, flowing lines that maintain their visual integrity even at small scales. This ensures that whether a customer is looking at a large outdoor stand board or a small digital menu on their phone, the brand remains instantly recognizable and clear.
Marketing Strategy
To drive customer acquisition for Fat Kahuna's, I designed a multi-channel marketing suite that bridges the gap between digital discovery and physical reservations. By aligning the style of the banners with the email campaigns, I created a persuasive and unified brand message that encourages tourists to move from online interest to an in-person visit.
Interactive Tech (AR)
To differentiate Fat Kahuna's in a competitive tourist market, I integrated Augmented Reality (AR) technology into the marketing strategy. By transforming traditional banners into interactive experiences, I provided users with an immersive way to engage with the brand. By applying AR to outdoor touchpoints such as billboards, bus stops, and public display boards, visitors could scan visuals with their phones to access interactive content, promotions, or location-based experiences. This approach doesn't just offer a coupon, it creates a memorable brand interaction that starts on the street and ends at the restaurant table.
(Play video to preview AR animation)
Scan the QR code using your smartphone or tablet (or via this link: https://adobeaero.app.link/efvvDYdxIUb)
Follow the on-screen instructions and point your device at the signage below.
Enjoy a unique and immersive experience! 😊
