Levi Roots Brand Refresh
Levi Roots needs no introduction. A musician by trade, Levi found fame and fortune through Dragon's Den with is now world famous Reggae Reggae sauce.
In partnership with former owner and founder of Las Iguanas, Eren Ali, they launched the first of what they plan to be many ‘Rastaraunts’ in Stratford, London.
48.1 were given the challenge of transforming the restaurant's menu suite. Although this was the initial focus, we knew the real task was to create a visual identity that could be translated across all future assets when the time was right. Web, social, newsletters, interiors, events, invites, handbooks. The lot.
Our creative direction was taken from the graphic language of reggae and dancehall culture where the energy was generated through language, imagery and shapes rather than an abundance of colours.
So we created a kit of parts for the Caribbean Smokehouse allowing them to have their own graphical language. This included photography of the main man himself, ensuring Levi's infectious energy could burst through across every asset.
Since the launch of our new menu design, Caribbean Smokehouse experienced instant commercial results. Both the design and engineering of the menu content resulted in positive movement across both the sales mix as well as average spend.