With expansion plans that included adding high profile restaurants in New York, Boston and Washington DC, Cameron Mitchell Restaurants (CMR) wanted to take a close look at the brand positioning for its Ocean Prime concept. With over 30 restaurant concepts, CMR is no stranger to concept strategy, but recognized the value of an outside perspective. Our team was tasked with developing a brand strategy that would take Ocean Prime from “very good to great.” We conducted guest and associate roundtables to develop a qualitative understanding of the brand’s resonance. Our team identified key differentiators, new brand pillars and an evolved brand story which were then tested quantitatively with an outside research partner.

The restaurant space features various artwork and installations from Bay Area-based artisans, and working from initial logo artwork by artist Sam Strand, our team developed a visual identity and supporting logo system inspired by the balance of duality. The extensive color palette is bold and vibrant yet rich and earthy with unexpected color combinations, and a variety of custom abstract patterns are used harmoniously across menus, coasters, and other bespoke touchpoints and digital applications. The menu design draws inspiration from literature with item descriptions that cascade down each page like poetry. The resulting brand identity communicates the experience guests can expect from Occitania as an extraordinarily unique adventure sure to awaken and enchant the senses.

The public relations strategy utilized Chef Canales’ reputation to build anticipation for the concept as well as introduce his stellar team, generating anticipatory coverage six months out, and securing placements in the top three local media outlets for “Most Anticipated Restaurants.” Two pop-up previews allowed us to deepen media relations and generate appeal in the broader community, ultimately resulting in feature stories in Eater SF and The San Francisco Chronicle, as well as other major local publications and national trade coverage.