Finding the sweet spot in two distinct cultures and bringing it to life in a vibrant revived brand.
Marketing Excellence Awards 2013
Excellence in Brand Strategy
Certificate of Excellence
The Challenge
The BaliThai brand has been serving diners since 1993, offering the best of Thai and Indonesian cuisines. However, the lack of clarity in its offer hampered its growth especially in a market fraught with choices.
The Insight
DIA created a new strategic roadmap and brand identity to differentiate BaliThai from its competition and to extend its customer base to attract new and younger consumers.
The BaliThai brand essence is built around the idea of ‘Feast your senses’, which refers to a combination of tickling the five taste and physical senses of the two distinct cultures and cuisines. This was the foundation for a powerful new dining experience. The brand tagline: ‘Thairiffic meets Indolicious’ sums up the brand positioning.
This in turn inspired a revitalised brand identity and range of applications designed to bring the vibrant Thai and Indonesian cultures to life in a vivid, immersive dining experience.
The Impact
The refreshed branding has helped BaliThai grow in popularity across Singapore and to successfully enter the China market, where it is gaining with plans to enter other regional markets in the coming years.
