Visual and Verbal Language of KAUAI's brand identity
Kauai is undoubtably South Africa’s leading fast causal restaurant that mainly focuses on healthy food. The company was founded in 1996, Cape Town - South Africa, and currently has more than 100 outlets globally. The brand name originates from the Kauai Island where the restaurant idea was founded.
Visual Language
The Kauai brand is based on
simplicity. Their colour pallet is black, grey and white or usually called
monochrome. The colour scheme was carefully chosen to highlight the colours of
the ingredient display in the store. Remember, their focus is healthy meals therefore
their ingredients are mostly vegetables and fruits which have bright colours
such as green, orange, red to name a few. The bright colours of the ingredients
bring life to both the restaurant and customers, literally and figuratively, because it is without any contradiction that healthy food provides a healthy
quality life.
The store concept also follows
the simplicity of the brand colours with the use of neutral colours on their
tiles and counter tops. The store also uses an open kitchen plan that allows
customers to interact with staff and also see how their food is prepared. This
symbolises transparency between the company and the customers, more like the
open door policy in many organisations that allows open communication. This gives customers the experience of being an important part of the brand as they get witness the process of preparing their food.
There are many strategies a brand
can use to position itself in the market. Kauai has infused a convenience-based positioning strategy and the solution-based positioning strategy, where
they have been successful in setting themselves apart from other fast food
outlets by offering healthy meals and catering to different dietary needs which
is something very scarce in the industry. They also have what they call smart
meals where customers can customise their weekly meal plans and get them
delivered at the comfort of their own homes. It is public knowledge that trying
to balance a career and a healthy lifestyle can be difficult and such services
can come in handy. The brand has strategically positioned itself as a solution
to a healthy lifestyle, whether a customer wants to lose weight, gain muscle or
maintain current weight. Kauai will customise meals to better suit the customers’
goals.
Sunder (2018), postulates that in order for brands to distinguish themselves from their competitors and remain memorable in the brains of the customers, ultimately keeping customers firm in their loyalty to the brand, a brand has to make use of brand touchpoints.
Verbal Language
Kauai’s voice is knowledgeable and informative. On the menu, all meals are accompanied with detailed nutritional information
that lets the customer know what nutrients they are getting from each meal. On
its social media pages, the brand tries to add humour in their posts, however
it is not something it thrives on. Their posts remain straightforward and
informative in all their brand touchpoints most of the time, however, they try
to add humour at times on their social media pages, but its usually overshadowed by
the straightforward informative posts such that customers can sometimes miss it.
The strategy to be knowledgeable and
informative in its brand communication extremely supports their purpose of
being known as the leader in the healthy food space. Their communication
clearly depicts how much they know about what they offer and how these
different meals can support different health goals. It is not just about being
different in their offering but changing the world into a healthier place to live
in.
The brand also uses a product-based
approach that still works for the brand because they do not have
many visible competitors although different brands have moved away from that
approach because of saturated industries. Kauai focuses on the healthiness and quality of their food and this strategy currently works for them because most people are now pursuing a healthy lifestyle. The utilisation
of celebrities and influencers for marketing the brand works well in
both advancing the brand and healthy living.
References
Sundar, A. 2018. Brand touchpoints.
New York: Nova Science.
Nice branding agency. (2018, December 7). Retrieved from Nice branding agency:
https://restaurantbrandingbynice.com/restaurant-brand-voice/
color-hex.com
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