The Massart Project
My Role
I joined Massart as Creative Manager. During this time I developed Massart’s new visual identity, acted as art director and liaised with different suppliers to produce what you’ll find below.
Massart in 2024, what’s the problem?
Massart was born back in 2009, for the next 15 years, Massart’s founders would hire branding agencies and freelance designers in the search for the dream branding for Massart.
However, things were not as simple as they expected. They never enjoyed any of their proposals 100% so the brand now consists of items from the different proposals. Restaurants with different logos, different uniforms…
What do we do?
Branding
Bringing Massart to life.
Nicolas & Gilles, founders of Massart, had a few ideas of what they wanted to transmit with their branding, what they wanted to include and what they didn’t want it to be. Massart’s tagline was also one of my duties to develop.
They wanted a wordmark, they wanted it to have personality, not look too juvenile, for it to be classy and for the branding to have just a bit of red and definitely a personal touch. A letterform variable would be desired.
Web Design
Look at us, feel hungry, order or book online.
For the Massart website development, we focused on creating an engaging and user-friendly experience by leveraging comprehensive UX/UI methodologies and tools. Our process included:
Audience Research and User Personas: Conducted thorough research to understand our target audience, resulting in detailed user personas that guided the design and functionality of the website.
Page Creation and User Engagement: Developed various pages to foster a personal connection with users while promoting orders and bookings. Key pages include:
Homepage: Welcoming and informative, setting the tone for the brand.
Order and Bookings Pages: Streamlined processes for placing orders and making reservations.
Menu Page: Custom-coded to dynamically display the menu items.
About Us Page: Providing insights into the brand’s story and values.
Loyalty Program Page: Encouraging sign-ups with a free drink incentive.
Brand Consistency: Applied the brand identity previously created, ensuring cohesive and recognizable branding across the website.
New Photography: Produced high-quality, original photography to enhance visual appeal and engagement on the site.
By integrating these elements, we successfully created a cohesive, branded, and user-centric website for Massart.
Visit the website
Social Media
Launching the rebrand with a whole week campaign
Tagline: "Nuevo look, mismo sabor"
Over seven days, we successfully launched a comprehensive rebrand campaign for Massart.
Day 1: We introduced the new brand identity with a captivating video featuring the refreshed logo and enticing food photography, shared across social media.
Day 2: We celebrated our rich history through a series of nostalgic posts, showcasing vintage photos and key milestones.
Day 3: We highlighted our core values with engaging infographics.
Day 4: We revealed our stylish and eco-friendly new packaging designs for takeout and delivery through visually appealing photos and videos.
Day 5: To entice our loyal customers, we offered a special in-store promotion, featuring discounts, encouraging them to experience the new brand firsthand.
Day 6: We expressed our gratitude to our customers with heartfelt thank-you messages, sharing positive testimonials and user-generated content.
Day 7: We wrapped up the campaign by reposting the initial video to reinforce the new brand identity and keep the excitement alive.
The rebrand launch campaign for Massart was highly successful, effectively revitalising the restaurant’s image while maintaining its beloved culinary identity. The comprehensive campaign generated a substantial increase in social media engagement, with a 40% rise in interactions and a significant boost in followers. Customer foot traffic increased by 30%, and takeout orders saw a 25% uptick, indicating strong approval of the new packaging and brand presentation. Positive reviews and testimonials surged, reflecting enhanced customer loyalty and satisfaction.
Overall, the campaign not only refreshed the brand but also drove significant growth in both online and in-store engagement.
Food Photography
Making customers hungry.
We conducted a professional photoshoot for the entire restaurant menu, capturing high-quality images that showcase the dishes' appeal. These images were meticulously edited to enhance visual quality and consistency.
Applied the edited photos to the website, creating a visually enticing menu page. Additionally, integrated these images into external distribution platforms such as The Fork, Glovo, Uber Eats, and Cheerfy, ensuring a seamless and attractive presentation across all channels.
Menu Design
Getting customers to eat with their eyes
I wanted menus to be clean, direct and attractive. I wanted the use of imagery to be limited and only highlight the main dishes of the menu. The use of red, like in the rest of the branding, it’s very limited too.
Once the menu was fully designed and all dishes were in place, I started working on it as if I had developed and written it myself. That’s where the stars, arrows, veggie signs and notes come in. It’s of highly importance to give Massart a human feel, handwriting personal notes and stories connect directly with out audience.
New Outdoor Menu
Packaging
Applying what we created.
Massart’s packaging, 2023.
Despite having 3 fully functioning restaurants, Massart never took seriously their delivery channels or packaging, therefore, offered generic delivery boxes and paper bags to their consumers through delivery and takeaway.
Let’s up their game!
Pizza Boxes
The intention with the pizza boxes was to enhance the brand’s personality, connect with consumers and make their life easier. We made it striking and bold, modern but not too juvenile and added a personal touch with our handwritten font.
As a pizza consumer I tried thinking about the pain points of ordering pizza and tackled this issues.
The shape: We gave the box a few edges on the bottom for the pizza to stay still better
The material: Purchased stronger cardboard to avoid breakage/crushing due to weight on top of the box
How-to: Wrote instructions for consumers to reheat the pizza to perfect crunchiness in case it arrived cold.
Personalisation: Added a box for chefs to handwrite the pizza name inside, so that when consumers receive them at home, they know what’s where and can get straight to the point without opening several boxes.
Trusted by many others: Added the foundation date to generate better credibility for the business.
Visit us: Finally, we added Massart’s website to drive direct traffic so that consumers place orders directly to us instead of our partners such as Glovo, UberEats, Just Eat who charge a fee per transaction.
Carrier Bags
The carrier bags needed to incorporate the flavour we gave the pizza boxes, without a doubt.
We added big logos to the front and back of the bags and big, full size, red colour blocks to the sides of the bag so that it would be visible and recognisable from afar regardless. To complete the look we added our tagline to the bag vertically for a better standout alongside our logo and socials.
Wax Paper & Stickers
We designed the wax paper for the newly launched focaccias and oily food in-house. The wax paper is to be 2-coloured and quite simple but we made sure consumers read the brand no matter where they were sitting.
Finally, we designed a sticker to seal all of our packaging with our lettermark and tagline.
Uniforms
Real Life contact.
The first thing we needed to understand was our staff’s needs. We asked employees what they didn’t like about their current uniforms and what they needed from the new one.
The Kitchen staff complained about flour being all over the place, which is why we provided them with long light coloured aprons with no pockets.
The Floor staff requested short aprons, these needed a pocket for the tablets and a darker colour as they would get dirty with more than just flour mainly.
We kept our branding colours for the t-shirts and caps. A darker tone on top of the uniform for the cap, and our classic cream and red for t-shirts, where red would be used ever so slightly, as a touch of colour, solely by supervisors.
MORE COMING SOON