When we were approached about creating a new Asian food concept inspired by the street food of Thailand and Vietnam, we couldn’t resist. Enter Basil Box.

In a Toronto market that had seen several small-scale attempts at similar concepts succeed, the Basil Box team was convinced that launching a scalable brand in this category – one that was ready for national rollout – would be a sure winner. The Canadian palate now understands and craves Asian food, but is ready for more authentic, inspired taste and experience. They also want customization; the ability to assemble their own “recipe” of ingredients on the spot into a delicious meal that reflects their personal preferences.

Basil Box worked tirelessly to create a menu that is true to the roots of the concept, uses fresh and healthy ingredients, and has a flavour profile that is distinctly Asian.

We were fortunate enough to be included by Basil Box in all aspects of the concept’s development. Their team sought our input on everything from store locations to involving us in testing and cooking sessions where we could taste different bases, proteins and sauces, and provide feedback.

Still in our discovery phase, we toured San Francisco with the Basil Box team to get a handle on what was happening on the West Coast in this emerging category. A select group of similar concepts already exist there, so it was imperative that we see what they’ve done aesthetically, and operationally, to inform our design process. We also toured other trending restaurants to ground us and provide insight into what is driving the market.

With research done, we used learnings and service model concepts from the most popular and profitable fast-casual offerings to develop the Basil Box concept.

In this sleek environment, communication is streamlined to the essentials, while our branding exudes a minimalist and bold appeal.

The food is placed out front and lets the rich, warm colours and textures of the ingredients create a vibrancy in the space. The bamboo weave pattern on the wall represents the woven baskets that are prevalent in the street food markets of Thailand and Vietnam, taking textures, patterns, and materials from the Old World and employing them in a modern way in the environment.

It was critical not to over design the space, letting important consumer-focused elements like sustainable, biodegradable packaging and gluten- and allergen-free menu options resonate with customers.

On the website the food is the star of the show.

It was important to highlight the different ingredients, spices, and sauces in order to communicate the freshness and authenticity of the offering, but we also had to balance that with shots of complete meals that create appetite appeal. Shooting the food on authentic surfaces like bamboo and dark hardwoods bolsters the Basil Box position of being inspired by the streets of Southeast Asia. Contrasted with the white stained wood background of the rest of the site and the hits of the signature brand red throughout, the food really pops, and encourages trial. Messaging throughout the site reinforces the order process and the complete customization that is the hallmark of the concept.

thebasilbox.com

explore the website

awards