KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Fusion Market
The Situation
The dining facility in the State University of New York student union witnessed significant declines in traffic and sales in recent years. Realizing major changes were necessary to make this an attractive dining location again, the university asked King·Casey to create a new, branded restaurant concept and
experience.
The Solution
King·Casey’s strategy team analyzed research among students and faculty to identify opportunities for an enhanced customer experience. King·Casey also conducted interviews among university management to understand their vision and business objectives for the new brand concept. Utilizing these learnings and insights, King·Casey’s strategy team created a brand concept definition, positioning and strategy. The team focused on “Fast, Fresh, Global” to develop a convenient restaurant experience, celebrating freshly prepared food from around the world in a welcoming environment.
The Results
Every aspect of the new Fusion Market design signals flavorful excitement to attract students, faculty and guests eager for a new and enhanced dining experience. The new Fusion Market clearly communicates the intended brand positioning and story. Overall, the 3-D branded environment pays homage to Fusion Market’s origin, while offering everything needed for optimized operations and delighted customers.
The new logo has an authentic multi-cultural look that conveys fresh, flavor, energy and playfulness.
The Fusion Market "leaf" logo signs the front entry, and its design theme has been adapted to create a brand hierarchy, nomenclature and signage system that is used for customer wayfinding and to brand the environment.
To tell a strong 3-D brand story, the design team created a striking, modern and colorful interior environment with distinctive brand design elements.
The new logo has an authentic multi-cultural look that conveys fresh, flavor, energy and playfulness.
(Click on above image for larger view)