Client Case Study
Phwoarrr
Industry: Private Dining
Project Duration: July 2024 - ongoing
Bec Giles approached us wanting to “LAUNCH like a rocket into the market” with a comprehensive brand identity + digital presence to launch her Private Dining business.
Her goals were to:
Establish a distinctive & memorable brand identity - something that stood out from stereotypical “food” branding.
Define a clear brand archetype and tone of voice to use across marketing collateral and business processes.
Develop a user-friendly website with online enquiry capabilities, to “very quickly tell people WHAT I do - most importantly that I DON’T do catering”.
Improve local search visibility to attract nearby customers.
Create a compelling menu design that reflects her brand and custom menus.
Build a foundation for ongoing content marketing through a blog strategy.
Build a destination for social media lead-generation + sales funnel campaigns (Bec’s a talented marketer).
In 12 months, have a steady amount of dinner party bookings.
DIY website
Challenges
Bec’s DIY branding wasn’t cohesive or edgy enough to differentiate her in a competitive market.
No working website or online booking system. She had Instagram and TikTok accounts, with a backlog of referrals wanting to book with her.
No messaging around navigating client pain points or barriers to booking; food aversions, intolerances and family commitments.
No Google My Business profile.
No structured approach to Google Search, local SEO or content marketing.
Need for a visually appealing menu.
Services Provided:
Competitor Research
Brand Strategy
Target Audience Customer Profiles
Logo Design
Website Design & Development
Local SEO Strategy
Blog Strategy
Menu Design
Business Cards.
Strategy & Execution
Month One:
Brand Discovery + Brand Strategy + Brand Identity
Competitor Research & Brand Strategy
We deep-dived into Bec’s brand story, her offering, short & long term goals, positioning, Unique Selling Proposition (USP), target audience analysis, customer profiles, assigned her a Brand Archetype and defined Phwoarrr’s tone of voice.
We also conducted thorough competitor research - to identify key opportunities to position Phwoarrr uniquely in the market.
Visual Exploration & Direction
To kickstart the visual design process, Bec & Kylie worked together to create a mood board. This curated collection of images allowed each other to visually understand the desired aesthetic, and helped to clarify the direction before the visual identity was designed. But you can always just leave it up to us!
Logo Design & Visual Identity
Kylie designed and presented three concepts to Bec (over lasagne & red wine of course!), refining her preferred design into a distinctive logo suite. The final logo and brand assets capture the one-of-a-kind experience that Phwoarrr brings to your fine dining experience.
We also included brand guidelines with colours, fonts and imagery - so Bec can take her brand and run with rolling out her own content.
Website Design & Development
Kylie designed and developed a user-friendly, mobile-responsive website to form the base for an organic local SEO strategy.
The sitemap was built to target high-intent searches, leading customers to clear call-to-actions. This improved lead generation, and allowed a seamless customer experience from social to snacks.
Month Two:
Website + Dominate Google
local seo strategy
Dan implemented a local Search Engine Optimisation (SEO) strategy to target & attract high-intent searches and increase visibility in Google, eg “private chef Brisbane”.
He conducted extensive keyword research for relevant industry search terms, and refined on-page elements like metadata, headings & internal linking to improve search engine rankings. By enhancing structured data & improving website crawlability, we’ve positioned Phwoarrr for long-term local search success.
Blog Strategy
Dan developed a comprehensive blog strategy to establish Bec as a thought leader in her industry and drive organic traffic to Phwoarrr’s website.
Kylie wrote blogs based on high-intent searches, and answers to common questions that might otherwise be a barrier to converting a new customer. Because once you’ve tried Bec’s food, you’ll want her in your kitchen weekly.
Menu Design
Bec customises each and every menu for her clients. Kylie designed a menu template using Phwoarrr's brand elements & style, allowing continuaton of Bec’s brand identity to flow through the entire customer experience.
Business Cards
Because you’ve just cooked someone a 5-star meal, why not leave a little calling card after a dinner party?
Business cards or flyers are an affordable + simple way to pick up some extra clients after they’ve experienced what you offer.
Month Three:
Marketing Collateral
Results
Website Traffic
Sessions are averaging 100 per month, up 100% year-on-year - purely from organic traffic.
Enquiries
Website enquiry form fills are averaging 1 per week.
Lead Generation
Usually, we’d showcase website conversion growth here – but Bec didn’t have one. Thanks to 3x3, now she does!
Brand Awareness
Increased brand visibility through updated logo, website and marketing material.
3 core pillars.
3 focused months.
Are you ready for real results that compound over time?
Book your free 15 minute chat with Dan