Branding by design

16, May. 2017

Basil Box
Basil Box

By Marni Andrews

When sisters-in-law Amreen and Seema Omar went from serving Indian street food at a Toronto farmers’ market to a 50-seat downtown restaurant, a trip to Mumbai with Toronto firm Jump Branding helped inspire the decor for Bombay Street Food.

“The identity of the brand is no longer just the logo,” said Eric Boulden, president of Jump Branding. “The brand or the story is a better description of the experience projected to its guests. These stories do happen through signage, but can also be expressed through the way the bill is presented, the personality and tone of communication, the origins of the food, authenticity of the recipes or signature concoctions that make the space, brand and experience defensible.” …

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