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SoMa at the Spire

Web Design | Brand Development | Social Media | Digital Marketing

Location: Dublin

Industry: Food & Hospitality

The Brief

SoMa restaurants takes their name and inspiration from the South of Market Area in San Francisco. The area is full of colour, excitement and continuous culinary innovation. SoMa’s aim is to take the culinary creativity of San Francisco and harness it with the very best Irish produce. Their casual dining menu includes brunch, lunch, kitchen classics and their award winning gourmet burgers. In February 2018, ZOMA were approached to help developed the brands of SoMa - SoMa At The Spire, SoMa At The Airport & SoMa Burger Co. Through our brand development strategy SoMa was highlighted as one of Dublin's must try breakfast and burger joints by Irish Independent in early 2020.

Our Approach

First of all, we researched the market and reviewed and analysed other food and drink brands in Ireland and worldwide. From our findings we then developed a brand bible and brand strategy for SoMa which included logos, taglines, product branding, interior designs, menu designs, website designs etc.

With all areas of the restaurant design complete this fed into our online design for the website and socials. We used contrasting colours of black and white throughout our online channels with sexy food imagery to get any taste buds tingling.

The next step was to market the brand. We used event marketing to generate awareness of the brand - setting up a branded food truck and events like Taste of Dublin and Electric Picnic. We also linked in with chefs, influencers, foodies and food bloggers to reach their target demographic. With a huge increase in brand awareness we developed a digital marketing strategy focused on retargeting to try create a loyal customer to the brand.

With the Covid-19 pandemic we also helped structure a plan to deal with the changes in the hospitality and food industry which inclued setting up SoMa on platforms like Just Eat and Uber Eats.

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