After Vegan Chef Folami Geter purchased her family's 10-year-old restaurant in 2015, she set out to revolutionize and revitalize the longstanding community gem. Three years into her journey as owner, she brought me on board to help develop a new name, visual identity, environmental and digital experience for the brand. Additional changes would also expand brand touchpoints to include rolling out new menu items, a new food truck, and completely renovating the restaurant interior and exterior.
With the restaurant being the first vegan eatery in South Carolina's capital city, carrying a large and loyal fanbase, stakes were high as we ventured to usher in the energy of a new generation.
Prior to beginning any design or naming work, we held a series of Brand Strategy Sessions to get clear on all aspects of the new positioning. From bridging the history of the restaurant to the reason for its rebranding to the vision for its future, we approached the new brand story, brand personality, brand values, audience, and more from a reverent and holistic perspective. Equipped with these new insights, we set forth to develop one of the most critical pieces of the rebranding effort: a new brand name.
To originate a name that would standout locally, nationally, and globally, and to avoid any confusion with the former brand name, I spent several weeks scouring hundreds of 5-star customer reviews across Facebook, Google, Yelp, and more. Between actual customers' words, the Brand Strategy Plan, and the vision Folami had for the future of the restaurant, we ultimately birthed the name A Peace of Soul Vegan Kitchen.
The name speaks to how customers say they feel when they can enjoy their favorite comfort foods without the guilt of eating ingredients that are unhealthy or derived from animal sources. Sonically, the name also plays on how people experiencing cravings may say out loud that they want "a piece of" the food they're desiring, which in this case, is vegan soul food. We worked with an IP attorney to confirm the name's availability and successfully filed for trademark protection.
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My experience working with Jessica has been amazing! Thanks to the brand positioning she's helped us establish, we organically receive national media recognition, our social media has grown exponentially throughout the pandemic, and we even won $25,000 from Discover for being a favorite local Black-owned restaurant. I'm super appreciative of all of the effort that's been made to help grow my business.