Giraffe, a favourite of families all over the UK, recently opened a new location in Holland Park, making a total of 41 restaurants in this growing chain. How is Giraffe finding success where so many fail? In this case, as in so many others, the difference lies in identifying an underserved market and designing a brand that caters specifically to them.

At first glance, the Giraffe brand is similar to many others. This brand promises excellent food with a mix of comforting favourites and exotic delights in a fun and informal cafe style atmosphere. However, Giraffe’s brand is geared toward a niche that has few quality eating choices: families.

The average gourmet restaurant is intimidating to a mum and dad due to the lack of children’s menu choices, an atmosphere full of tempting yet breakable brick-a-brack, and a general low tolerance for the noise and commotion that so often comes with small children. The average family restaurant, on the other hand, offers little other than a family atmosphere, with none of the ambience and cuisine that parents crave. Giraffe’s brand offers a middle road that families can fall in love with: a fun atmosphere, interesting food choices, and an open-armed attitude toward the smallest UK consumers.

The logo design at first glance appears to say little about the brand, but it in fact is an integral part. The giraffe image that is shown throughout the store and sometimes as part of the restaurant logo design ties directly into the name. The zoological theme seen so often in child-oriented logos is drawn in a modern, sophisticated manner, hinting that this restaurant has a side that adults can appreciate as well. The writing supports this impression, appearing to be hand drawn but thick and commanding as well.

The giraffe character seen in the logo was designed to be somewhat of a mascot for the company. This figure believes in living life to the fullest and having fun, a message that people of all ages can appreciate. Straplines such as ‘a fresh look at the world’ and ‘think giraffe… be happy’ are manifestations of this central character. The values communicated by these phrases infuse the entire Giraffe experience.

The restaurants themselves are simple and modern, with multi-ethnic decorations that create an eclectic feel. Murals of people of different races and nationalities, all happy and cheerful, take centre stage on the walls. The menus are similarly diverse, offering food from almost every corner of the globe. World music is played to complete the theme. However, the family friendly brand infiltrates the locations, with a child friendly atmosphere and a children’s menu offering tot-friendly choices. The little extras that make a child look forward to eating at Giraffe, such as complimentary balloons, will ensure that families return often.

It should be noted that every aspect of the Giraffe brand, from the logo design to the strapline to the brand position, was developed with the help of logo design and branding experts. Would this restaurant be as successful without the direction of professional consultants? Luckily for the company, they will never have to find out.