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Open Table rebrand promotes “Openness”

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The Californian consultancy Tomorrow Partners has created a new brand identity for the restaurant reservation service Open Table, which will be rolling out globally, and focuses more on the dining experience than the act of booking it. The rebranding strives to represent openness and reliability, with the main icon especially going for a simple, iconic look representing a table and a seat. Tomorrow Partners also worked on strategy for the brand, with most brand activation handled in-house by the company which claims to seat 16 million diners each month through online bookings across more than 32,000 restaurants globally.

Tomorrow Partners has created a new brand identity for the restaurant reservation service Open Table

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The red circular icon and its accompanying cut-out has been designed to represent connection that is forged between diners, their restaurants and their communities, and also shows how Open Table is always looking to find the perfect restaurant for their customers, like putting together a puzzle. The logo replaces the old floating disk icon, and was decided upon after Tomorrow Partners had consulted numerous diners, restauranteurs and industry experts across Europe, the US and Asia. The new tagline; “The Table is Just the Start” was also created following this research period, and shows how Open Table strives to offer a broader experience of dining out, not just a transaction. This is, of course, not the only recent big change for the brand, which was renamed from Top Table last year.

The red circular icon and its accompanying cut-out has been designed to represent connection that is forged between diners, their restaurants and their communities

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Tomorrow Partners undertook a series of workshops with OpenTable’s leadership, and recognised the company’s unique position to leverage data that deepens the relationship between diner and restaurant. By shifting focus from transactions, they reasoned OpenTable could create a more personal connection between diner and restaurant, one that leads to more exciting dining experiences and (perhaps more importantly) repeat visits!

Documentary-style photography used in the campaign shows “Real people, not models” enjoying food with friends or relatives

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Tomorrow Partners says that through these workshops it developed “Service design opportunities” for Open Table to increase the value it offered to restaurant partners and build the relationship between diner and restaurant by exploring how people used the platform. It also aimed to present work that elicited a more emotional response from potential diners, with Documentary-style photography used in the campaign showing “Real people, not models” enjoying food with friends or relatives. The photography style and editorial voice for the brand is, according to the consultancy, “Warm and welcoming,” and reflects “A passion for dining and food as a sensory experience, a feast of flavours and tastes enjoyed with friends and relatives.”

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