Great Wall

บทบาทหลัก

การสร้างแบรนด์

ขอบเขตงาน

Visual design, logo, social media strategy, content creation

Brett Wertz

Project Lead

Alex Yates

Creative Director

Linh Nguyen

Designer



Background

Great Wall Chinese Takeaway began as an inside joke in a spare kitchen. It was a restaurant without a restaurant — no storefront other than a Facebook page registered to a fictional chef, and a Google Maps pin impossibly centered at the bottom of Hoan Kiem Lake. But in the beginning, that was enough. Great Wall delivered British-style Chinese takeout to people at the start of the COVID-19 pandemic in Vietnam, and its mouth-watering classics like Kung Po Chicken and Peking Duck converted the curious into evangelists. Soon it was time to dredge the pin out of the lake, and set up a real restaurant. But where to start?

Problem

Like many restaurants, the owners at Great Wall started with their passion for great food and customer service. The brand, originally modeled on and voiced by a witty Chinese chef with a questionable cockney accent, however, needed some rehabilitation. In addition there was a need for a fresh logo and new menus, and an entirely new color scheme and visual feel. Furthermore, Great Wall had been successful using word-of-mouth marketing efforts that made it popular with foreign expats but limited its reach into the local Vietnamese market. Therefore, a social media marketing strategy with a bilingual approach was also necessary.

Approach

Fourdozen was taken by the daring brand voice, but what works for an underground delivery joint is not always suitable for a restaurant concept with national franchise potential, which is what we immediately recognized Great Wall to be. Fourdozen took that transgressive voice and developed it into a social media strategy that had humor built into its foundation. From slightly off-color fortune cookies to whimsical “Great Wall Facts” and hot takes on its own food, Great Wall posts are as liable to make you laugh as they are to make you hungry.

A new restaurant needs more than bricks and mortar, and Fourdozen supplied that with a fresh logo, menus, and an entirely new visual identity. The result was a crisp, instantly recognizable brand that is cross-platform, and differentiates Great Wall from its peers and competitors operating in the same market segment. Fourdozen runs all of the Great Wall social media accounts, where an engaged following drives delivery and dine-in business. Today it is one of the most popular eateries in Tay Ho, and ready to branch out with new locations across the city.


Brett Wertz

Project Lead

Alex Yates

Creative Director

Linh Nguyen

Designer



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