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The challenge to rebrand and relaunch the a new restaurant in Belfast’s Victoria Square offered Spirit the chance to implement a full advertising and promotion strategy as well as an opportunity to develop a totally new brand.

The launch of a restaurant is a tricky business regardless of the season. Add into the mix a reduction in consumer spending due to the economic downturn and the risk factor increases dramatically. The city of Belfast has seen some dramatic changes of its own over the past few years, with increased tourism and growth in city development and its reputation. Combine these positive aspects with the opening of a new top class restaurant in the heart of the city, located within Victoria Square and the formula for a new quality brand is set in motion.

After completing a thorough naming exercise to agree on ‘The Ivory’ as the restaurant name, we benchmarked the new venture against numerous quality led restaurants around the globe, with a view to finding the standard in best restaurant brands. The agreed approach was to convey a more serious, slightly older yet very contemporary brand that would appeal to a certain audience, thus reinforcing the perception of such brand values as classy, cool, fun and high quality.