Brand Transformation Success Story

Taste of Beauty

Brand Transformation

Overview

The Rebirth of a hidden gem

Despite having unique menus and a beautiful venue, Taste of Beauty struggled to attract customers and be discovered. Located in Southern California, home to a competitive Food & Service industry, the business needed a significant increase in both reservations and revenues. Often when business is in the negative, with no ideas of how to turn things around, they need a strategic hand to step in and guide them toward the light. Taste of Beauty chose GreaterThan to take on the challenge.

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Media Inquiries

Strategy

From Asian vegetarian to Climate-consCious Fine Dining

Asian vegetarian restaurants have an unfortunate reputation of being synonymous with affordable casual dining. Since Taste of Beauty offers plant-based tasting courses, we shifted their positioning to connect with a more affluent and sophisticated audience segment: foodies and climate-conscious dieters. The shift also tapped into Southern California’s vibrant fine dining scene and luxury culture, giving us a fertile base for content creation and media exposure.

Brand Playbook

We developed an entirely new brand playbook to facilitate the repositioning process. This playbook became the north star for all marketing, communications, and training materials for servers and supporting staff.

More importantly, the new positioning injected energy into the business and gave the team a purpose and mission to work toward.

Visual Identity

We developed a new visual system to reflect Taste of Beauty’s fine-dining image and resonate with a more affluent audience. We projected a sense of sophistication without being superficial or extravagant. We created a visual language that’s simultaneously provocative and neutral, allowing food to be the star of the show. We also sought to preserve the rich cultural heritage behind the previous logo. The sacred symbol of the “Flower of Life” is associated with the seed of life and beauty across many ancient cultures and civilizations. The challenge became a balancing act between preservation and modernization.

Asset Capture

We created a visual feast for those who first discovered Taste of Beauty online. This invites viewers into an immersive experience beyond just taste, stirring the senses and evoking a deep emotional connection with the brand. We accomplished two goals in these photoshoot and video production. We showcased the exquisite detail of each dish, but more importantly, we resonated with the emotional expectations of discerning fine dining enthusiasts and foodies alike.

A MasterPiece Website

A good website tells the brand story. A great website tells the story to trigger actions. We only build websites to achieve the latter.

Under the guidance of the brand playbook we developed with the client, we created compelling copy to uncover the many layers of the business. The redesigned visual system and media assets from the photoshoots added critical depth and dimension to the storytelling.

We simplified the reservation experience. Cross-integration with all major social media platforms and review sites steadily increased reservations. Our heavy SEO effort in content and site performance significantly improved our organic ranking. Despite decreasing the PPC advertising budget by 75%, we saw a total increase in website traffic by 140% and organic traffic by 36% in the second month.

George Guo

Co-owner & Executive Chef

GreaterThan was God’s gift. After three years of trying different tactics without much success, we were about to lose faith in our business. Angel invested a significant amount of time in understanding our values as vegetarians and business owners. She paved a path towards a profitable business that coexists with our passion and integrity. Our food and brand hold an incredibly high level of aesthetics. Angel’s team was the first to produce at our caliber.

How we Accelerated Taste of Beauty's Revenue growth

Transform your brand Today

A compelling brand positioning is the difference between a profitable business and one in the red. This is especially true for small and mid-sized businesses in a competitive space. Schedule your consultation today.