In recent years Oporto had modernised its interiors and brand identity, however the in-store and drive thru experience lacked consistency and authenticity.
They were missing an opportunity to talk up their Portuguese credentials throughout their QSR stores, and other brand touchpoints were not being capitalised on.
We were asked to define opportunities within stores due for upcoming renovation or build.
Taking the bare bones interiors and exteriors of restaurants and drive thrus, we looked at every potential brand touchpoint we could to engage with customers and inject some humour, Portuguese personality, and the Oporto brand story.
A modernised graphics package pays homage to their roots with design inspired by Portuguese tile (azulejos) for flexible scaling and application across an array of touch points.
We created a modular tile-based typeface for display and large format graphics.
We combined silhouettes of the chicken and flames with bright Portuguese sayings and the tile to bring authenticity and to shift the brand positioning away from the Bondi burger to flame grilled chicken.
The result of the rebrand was a vibrant and playfully positive blend of Portuguese culture and Australian humour that helped contribute to a 40 point increase in store Net Promoter Score.
“From the moment we met The Creative Method, we knew they would be part of our Oporto familia.
“They pushed us to think differently and really get to the core of what made our brand so special. They brought it to life in so many different ways – through the branding on our packaging, to our in-store designs and team uniforms, which have all had a really positive impact on our business.”
Craig Tozer, Former CEO, Craveable Brands
Oporto quick service restaurant was perhaps better known as ‘the famous’ Bondi Beach chicken burger restaurant by Sydney-siders.
As the QSR brand moved into new regional areas across Australia, Oporto saw the need for it to move away from its ‘Bondi’ brand positioning and be more reflective of its Portuguese origins, and as expert in ‘Portuguese Flame Grilled Chicken’.
Craveable Brands – Oporto
Quick Service Restaurant
Signage and Wayfinding
Point of Sale