GEE Global F&B Industry Branding for Mozaic Beach Club Bali

mozaic beachclub

The 3,200 square meter beachside restaurant – known as the ‘wild child’ of the venerable, award-winning Mozaic brand – creates a different type of excitement for foodies with multiple dining spaces and sipping cocktail lounge areas.

Mozaic opened its second restaurant in Seminyak, Bali. The legendary Mozaic brand, named one of San Pellegrino World’s 50 Best Restaurants – Asia 2013 (the only restaurant in Indonesia to receive the distinction), is also number five on Miele Guide’s top Asian restaurants for 2013. It is the second of only two restaurants in South East Asia to be recognized as a member of Les Grand Tables Du Monde.

Within six months of opening the Batubelig location, Mozaic realized that revenues were not what were anticipated. They contacted GEE Global to help understand why their brand wasn’t as well-received as expected. Through extensive research, GEE identified that various target audiences were confused; the positive brand properties of the flagship brand had not been communicated in the original launch; and that there was an identity crisis created by the brand itself.

GEE Global’s aim was to rejuvenate the brand through re-introducing the new beachclub venue to the marketplace. GEE Global’s team created a new visual identity system; creating for the new restaurant entity a Signature Sea Blue color palette to evoke a sense of the seaside and differentiate it from its sister brand in Ubud. GEE Global conceived a 12-month “Today, Mozaic Beachclub” advertising campaign to touch on the various strategic messaging points. Relaunching the restaurant with these elements, GEE instilled a fresh energy into the venue. Breezy fare. Vibrant atmosphere. Distinctive flavors. Today, it all happens here at Mozaic.

SCOPE OF WORK

– Brand strategy
– Corporate identity design
– Product packaging design
– Corporate collateral design
– Content creation and storytelling
– Advertising campaigns
– Art Direction

The former member to the Mozaic family of F&B brands welcomed a more spirited crowd, with a new menu in a modern but relaxed setting. Mozaic Beachclub was sold to new investors.

The General Manager of the Mozaic Beachclub said “the new campaign has been well-received by the media and we’ve received very positive comments about the new branding image and ‘freshness’ on the advertisement industry in Bali.”