Why are restaurants that invest in branding so successful?
Many restaurant owners believe that their business’s main differentiator lies in the kitchen: in the dishes, the flavor, the technique, or the choice of ingredients. And yes, the food is the heart of the business. But is that enough to ensure that customers choose your restaurant, come back, and recommend it to others?
It’s common to see restaurants using their type of cuisine as their core positioning: healthy food, gluten and lactose-free ice cream, Italian with a contemporary twist, smoked dishes, functional snack options…
All of these are legitimate positioning choices, but they share a major issue: they’re born (and often die) in the kitchen. In other words, the food concept needs to be repeated over and over in communication, or the customer only truly understands what the restaurant is about once they’re already seated at the table.
And you know what the problem with that is?
This kind of positioning doesn’t create a real differentiator. After all, how many steakhouses do you know? And if I asked you to recommend one that’s great for celebrating a birthday with friends? Did you think of Outback? I’m sure by now you can already recognize other elements beyond the food that make a restaurant truly successful. Different. Memorable. Unique.
That kind of connection happens when the restaurant’s positioning goes beyond the kitchen.
In this article, we’ll break down what’s behind the branding of truly successful restaurants.
What do successful restaurants do differently?
They understand that branding isn’t just a “pretty identity” or an “Instagram post.” Branding is experience. And that experience begins long before the plate reaches the table, and lasts long after it’s gone.
It covers everything from the name and slogan to the storefront, uniforms, social media tone of voice, menu layout, service, and atmosphere. Everything communicates. Everything positions.
Good branding starts with the restaurant’s value proposition and target audience, shaping a positioning that’s applied to every single touchpoint of the customer experience. That’s what builds real brand value.
And that’s exactly what we did in the branding project for Vona, a contemporary Italian restaurant that opened with a full house and buzz in the local press.
The Vona Case: From concept to a desired brand
Chef Peu Mesquita came to us with a clear vision: an Italian restaurant that honors tradition, but with freshness, lightness, and room to create. He wanted to break away from the “Sunday lunch” or “romantic date night” stereotype. The target audience was different: younger, more connected, more open to new experiences.
That’s where Vona was born: a short, catchy name with Italian roots (inspired by Verona, a city known for its romance and tradition), designed to work both in Brazil and internationally.
The tagline “Fresh. Italian. Surprising” says it all: fresh food, Italian soul, and a surprising experience.
With a name that nods to the restaurant’s Italian identity, we created a modern, unconventional logo. The visual identity was carefully crafted to build this atmosphere:
Typefaces that blend tradition and modernity
A sunny, vibrant, and elegant color palette
Bold graphics inspired by the restaurant’s architecture
A visually appealing, easy-to-navigate menu that reinforces the brand positioning
And of course, attention to detail: napkins, uniforms, signage, nothing was overlooked.
Result?
Vona opened its doors already looking like an established brand. The communication was so coherent and well executed that the audience understood, felt, and desired the concept from the very beginning. The restaurant became an experience — and a good experience, as we know, makes you want to come back for more.
The right branding transforms intention into perception, and perception into value for any restaurant.
If your restaurant already offers quality, attentive service, and care… maybe what’s missing for growth is exactly what’s beyond the plate: a brand that clearly expresses all of that and sparks desire.
Branding is the link between what you deliver and what the customer perceives.
It’s what makes your restaurant not just known, but remembered and recommended.
Here’s an invitation: take your branding out of the kitchen. Bring it into the world.
If you want to chat about how to make this happen, reach out to me. I’d love to talk! Contact me!
