Levi Roots Brand Refresh
Levi Roots needs no introduction. A musician by trade, Levi found fame and fortune through his Reggae Reggae sauce via Dragon’s Den.
Now - in partnership with former owner and founder of Las Iguanas, Eren Ali - they have launched the first, of what they hope to be many, ‘Rastaraunts’ in Stratford, London. 48.1 were handed the challenge of transforming their menu suite.
Our creative direction was taken from the graphic language of reggae and dancehall culture where energy came through via language, imagery and shapes rather than colour. A
s a result we created something that not only provided them with a more confident, own-able identity - but one that saw a positive impact in terms of sales - and work seamlessly across all in-store and digital assets.
Since the launch of our new menu design, Caribbean Smokehouse experienced instant commercial results. Both the design and engineering of the menu content have have resulted in positive movement - not only regarding the sales mix, but also on average spend