Bruxies
Bruxie’s is an Egypt-based cafe and restaurant with branches all over Cairo and Alexandria. Their interiors and recipes are inspired by modern-day European cuisine. They serve breakfast, lunch, and dinner menus that range from a quick morning coffee to elaborate pasta and pizza dishes.
Challenge
In a market over saturated with restaurants and cafes, delicious food is not always a guaranteed road to success. We knew in order to make Bruxie’s stand out among their competitors, their messaging and positioning needed to be unique, trendy, and approachable.
Bruxie’s did not only want to stand out, but provide more than just food and drinks for their customers. Experience played a big part in their company mission, vision, and goals, and they wanted that to be showcased and communicated through their social media platforms and overall digital presence.
Our Work for the account
The message communicated through our social media campaign for Bruxie’s was a clear one: Bruxie’s is not just a cafe, it’s a lifestyle. It’s your morning coffee, lunch hour break destination, dinner reservation place with your friends & family. It’s the ultimate hang-out hub, working space, celebration venue, and one of the many constants in your everyday life. It’s here and always waiting for you, no matter what kind of day you’re having or what season it is.
This campaign’s concept was showcased through professional photography and videography, capturing the idea of a Bruxie’s lifestyle and communicating it through modern and trendy visuals. Captions, ad copies, and overall tone was one that is approachable, consistent, and engaging.
Bruxie’s Christmas Branding
Bruxie’s received a seasonal makeover during Christmas, further communicating the message that they remain constants in a customer’s life no matter the seasons. We created a Christmas/winter campaign concept that promoted Bruxie’s’ exclusive winter menu and limited-time-only Christmas packaging.
We centered the Christmas campaign around how cozy, warm, and comfortable the Bruxie’s lifestyle is during Christmas and the general holiday season. For that, we used the tagline, “It’s the warmest season of the year.” The juxtaposition here showcased that their winter drinks are the best way to feel warm and festive during the Christmas winter.
From there, the Christmas branding concept was created. It was a simple one: the to-go cups for hot drinks were recoloured from black to red, and at the center of the packaging an illustration of a person wearing a scarf wrapped with Christmas lights was used. This design concept did two things:
- clearly communicated that the Christmas theme through the color change, and
- Benchmarked the illustration used as a Bruxie’s one.
This concept was a memorable one for Bruxie’s customers even after the season was over, proven by the numerous requests they were receiving to bring it back after the season was over.
The Tiny Tummies of Bruxie’s
The Bruxie’s experience is for all groups and ages, and communicating this inclusivity was vital for Bruxie’s. For that, we created a brand concept for their new kids menu that featured dishes more popular with children, so customers of all ages could enjoy the Bruxie’s lifestyle.
The concept was to create a bright and friendly design with approachable elements to communicate that the packaging was meant for kids products. For that, a cartoon illustration of a smiling figure was used to satisfy the approachability and friendliness elements. The colour choices employed were yellow, to evoke feelings of happiness and cheerfulness, and purple, which evokes feelings of calmness and stimulates creativity.
Bruxies
Cairo Office
- 7 286 St. New Maadi
- (+20) 1211288909
Jeddah Office
- Madina St., Mohamadia Plaza
- (+966) 12 652 2345
Alexandria Office
- 696 Elhorreya Road, Louran
- (+20) 1553456348
Dubai Office
- 112 , Spectrum Building Oud Metha
- (+971) 55 899 2365
Pimula's Network
in Egypt.