RED D'HIPPO Design & Branding RED D'HIPPO by CB'a

RED D'HIPPO

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Industry Fast food
Media Design & Branding
Market France
Agency CB'a
Creative Director Pierre Rhodes
Released December 2010

Credits & Description

Category: Hospitality/Leisure
Advertiser: FLO GROUP
Product/Service: RED D'HIPPO FAST FOOD
Agency: CB'A
Date of First Appearance: Dec 15 2010
Entrant Company: CB'A, Paris, FRANCE
General Director: Vincent Dubois (CB'a Architecture)
Creative Director: Pierre Rhodes (CB'a Architecture)
Media placement: Identity, Point Of Sale, Packaging... - In The Restaurant - 15 December 2010

Describe the brief from the client
The French have reduced the time spent eating lunch at the table from 40 minutes to 30 in the past 10 years.
Groupe Flo wished to launch an innovative premium meat fast food concept, combining quality, comfort and quick service, to complement the existing Hippopotamus restaurants.
It needed to both cover “eat in” and “eat out” options, delivering Fast Premium Food to customers.

Describe the challenges and key objectives
To take advantage of the pairing of speed and quality, to combine all the needs in one when designing the offer, name and environment.

Describe how you arrived at the final design
The selected name of this new “Fast Tasty Food” concept is “RED d’Hippo”, a short version of “Restaurant Express D’Hippopotamus”. A name as quick as the duration of the service.

The presence of the mascot, lively, sophisticated and animated, makes the link with Hippopotamus mother brand.

The verticality of the logo is translated into the whole architectural concept and look & feel.
A place of movement, high stools, and large central bar.

The decoration boasts the merits of the meats’ origins.

Give some indication of how successful the outcome was in the market
A great launch on the demanding business area of the CNIT in Paris- LA DEFENSE.
A packed fast food venue at each shift...

20 restaurants to be open in 2011!
The express son of Hippopotamus is well born.