Mazu Band Identity Development
Mazu came to IDEAS2IMAGE to create a brand identity that would position the new restaurant as an upscale lounge. IDEAS2IMAGE researched the target market, created a name, designed a logo, and created collateral.
Project Synopsis
The owners of Mazu first engage IDEAS2IMAGE during in restaurant’s pre-launch phase. At the project’s inception, the nascent establishment existed as an idea, without a name. We were asked to help evolve the owners’ vision into a strongly branded upscale restaurant and lounge.
The owners wanted a name with Asian roots, that could also be applied to a fusion-style cuisine, as well referencing an eco-friendly theme. IDEAS2IMAGE began by researching the client base that would be targeted and thematic source material. We decided to focus on short names that sounded sharp and easily rolled off the tongue.
In our research, we came across references to the Chinese goddess of the sea. The story of the goddess provided interesting context to the name, and linked the name with an ocean environment. We also liked the “z” and the tonal quality that the “u” provided. After presenting options to the owners, “Mazu” was selected as a candidate. After final testing, the restaurant adopted the name.
The research that was undertaken during the naming process gave direction to the overall branding. IDEAS2IMAGE designed the logo to convey something organic. The mark can be viewed as a river, mountains, or, more literally, a “z.” We created color palettes, business cards, a style guide, and website.
Process: Learn–Solve–Deliver
In the context of brand identity, our process is applied by first learning about your organization’s marketing mix, product, and target audience. We explore the qualities that define your brand, and then conduct research to gauge the brand perception in the marketplace.
We solve the core brand problems that we identify, by devising approaches that will improve brand identity or bring clarity to an established brand. The approaches that we suggest can be tested in a controlled environment to determine the best course forward.
We deliver brand improvements by creating logo designs, style guides, or strategies that address the issues that emerged during our discovery process. We refine the shape, color, and presentation of logo designs; fine tune corporate identity; and implement strategic brand initiatives.
