Background

Sizzling Shell, which is a lively and exciting new venture in the field of food located in Karachi is aiming to provide an innovative Taco and Tex-Mex dining experience that is unlike others available in the city. With an extensive fusion of flavors and a fun young-minded design, the company sought to establish itself not only as a restaurant, but also as an experience for socializing. Media Feathers was brought on as the brand’s branding director to manage and restaurant launch strategy and the complete execution of marketing.

Challenge

Prior to the launch, Sizzling Shell was a name that had potential but there was no market presence. There was no branding and no tone of voice, and there was no online presence. The food sector is fierce and a multitude of eateries compete to be noticed through their aesthetic tasting, as well as the presence of their websites. The goal was to develop an identity that could instantly draw attention and create curiosity, even when the initial taco had been even served.

In addition, since it was a small-scale Tex-Mex brand, with less recognition of the food in the local marketplace it was vital to find the right balance between clarity and creativity. The brand had to educate, entice, and excite–simultaneously.

Strategic Approach

Media Feathers initiated the project by fully understanding the client’s vision and concept. A striking and unique design was developed, one that was contemporary, vibrant and brimming with edge. Its name “Sizzling Shell” itself hinted at the possibility of a fun, taco-forward and enjoyable experience. We ensured the branding was reflected in every angle.

Branding Execution

• Logo design: A contemporary and edgy design with Mexican style and vibrant colors that reflect the flavor, spice and excitement.
• Typography and Color Palette The fonts are vibrant and the colors are a lively palette that sounded like Karachi’s vibrant, young and food-loving population.
• Packaging: Every food delivery container napkin, napkin, and store design carried the same electric brand identity. We designed unique packaging that didn’t only contain food, but took the brand’s message to home.

Restaurant Launch

From the time the concept became a physical place we planned the launch to be an event, not only the opening of a restaurant. Collaborations with influencers, behind-the-scenes teasers and interactive campaigns brought excitement to social media. The day of the launch, people were waiting eagerly for the doors to be opened.

Marketing Strategy

We launched a complete 360deg campaign

• Social media content includes reels and stories, countdowns and menu reveals.
• Tasting sessions with influencers that fueled UGC and increased virality.
• Innovative outdoor branding in high-traffic areas.
• Foodies are targeted by paid campaigns in Karachi specifically students and young professionals.
• WhatsApp ordering integration, which is designed to be in sync with the behavior of the audience.

Impact

Within a matter of months, Sizzling Shell became a well-known name in Karachi’s food and drink circles. The Instagram page had a rapid increase in food bloggers posted positive reviews and the distinctive packaging quickly became recognizable.

Customers weren’t just there to eat, they came to experience the food. Sizzling Shell became a go-to for casual gatherings, story-worthy dinners and late-night cravings. The distinctive vibe of the restaurant was reinforced by the bold and striking branding and consistent content Media Feathers rolled out post-launch as part of their ongoing management.

Key Deliverables by Media Feathers

• Logo and brand identity complete design
• Creative packaging design
• Strategy and execution for the launch event
• Influencer handling of PR and marketing
• Creation of content and social media development
• Pay-per-click ad management and customer funnel configuration

Sizzling Shell didn’t just launch–it was a huge hit on the scene. Thanks to Media Feathers behind the branding and marketing, it transformed from an idea to a cult Karachi restaurant.