Gooh! Idea, positioning and identity

22 May 2009 | By Popsop Team

The target for Gooh! was to be the first company in the world with three stars in Guide Rouge® for fast food. Implementing this business idea demanded a marriage consultant with the instinctive ability to match up an unexpected couple: The first-class Operakallaren restaurant and the Swedish Farmers Supply and Crop Marketing Association.

Together they gather the resources, expertise, and trust to bring the business idea to fruition. That was the start of Gooh!

No one expected a fast food restaurant with the same price as McDonalds. A fast food joint with Guide Rouge’s ambitions and great food. And on top of that a great health profile.

The Challenge

The presentation of the product must therefore show a combination of good taste, be easy to understand, have personality and show that it is fast, good and easy. A high level of service (not measured in the numbers of personnel). When you enter the shop you must have the feeling: “oh, how wonderful” and when you have eaten your meal “oh, how good that was”.

A new brand

The name should tell the consumer about the expectations of the environment and the food: Gooh! – that’s yummy!

Design system

The dishes were divided into two different areas: the white ones (the classic Operakallaren dishes) and the black ones – which were more contemporary dishes.

Logotype

Not too classic or too contemporary, the logotype should express astonishing good food from this shop.

Pride in the food

The packs didn’t need any pictures since the food itself felt so fresh and tasty.

Typography

Simple and easy to understand. A modern classic with sometimes the addition of the signature, an approval by the head chef of Stefano Catenacci Stefano Catenacci.

Gooh! identity was created by The Brand Union agency. The project finished in 2007.

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Tags: food