Fancy a Korean rice bowl? It doesn't exactly catch the eye, or do justice to the growing Korean food scene. For those open-minded enough to take the jump were rewarded with a complete taste sensation. But the many more amongst the herd would just walk on past. This got a tad annoying for the Grounded Kitchen team - enjoying a cult status for those that had tried, and zero interest from those more comfortable following routine.

With more offerings on high streets up and down the land those hesitant to try Korean food would find something else soon enough. So to grow its footfall and trial Grounded Kitchen needed a visual idea that dramatised the Grounded Kitchen difference to deliver serious curb appeal so those missing out then wouldn’t miss it again.

MAKE IT RIGHT

Our focus was to communicate what made Grounded Kitchen different and worth the mere seconds of attention being fought over. Our immersion into the brand found three interesting discriminators. The process of delivering fresh Korean food your way via a working kitchen. Its wholesome ingredients delivering a balanced nutritious and delicious meal. And finally, the beauty of a Grounded Kitchen bowl being delicately arranged and layered by hand to make the last mouthful as flavoursome as the first. 

When we tested our thinking with loyal GK'ers it was clear that the beauty of a Grounded Kitchen bowl was the best way to grab attention. After all, that was what worked on them! Our research had also shown us that most other casual dining operators had stuck to traditional methods when communicating and displaying their offerings, leaving us with an opportunity to do things a little differently.   

MAKE IT MATTER

‘Built Beautifully’ was our central design concept which focussed on showcasing the perfect balance of fresh ingredients and hand built layering found in every Grounded Kitchen bowl. The central abstract deconstructed 'work of art' jolts passers by whilst showcasing everything that you can expect in a bowl, increasing comfort levels for those yet to try their first bowl. Supported by clear and simple messaging to deliver complete clarity, along with a nod towards Grounded Kitchen's unique take on Korean food. 

Stores who have rolled out the concept have seen a positive change in customer understanding, resulting in on average a +20% sales increase versus the prior install month. Importantly this footfall and sales increase has been primarily driven by incremental 'GK Newbies' across demographics leaving a bigger pool of people to spread the word, one beautiful bowl shot at a time.