One of the most rewarding aspects of designing a new brand is to be involved from its inception. Quick Brown Fox were asked to research a name and develop a brand for a new chain of cafes/restaurants. The original restaurant was located on Abbey Street, Dublin – on the Luas line and had a busy mix of regular customers from students to An Garda, solicitors and shoppers. The name Urbano was conceived for the restaurant branding to capture “the vibe on the street” – busy, signs, bike racks, bus lanes, the hustle and bustle of the pavements and traffic. The Urbano experience offers good healthy food options, good coffee and a chance to pick up the news.
When Urbano decided to develop “take away” juice/smoothie, smoothie and sandwich bar it became apparent that Urbano needed to distance itself from the restaurant/cafe experience and present a “ready to go” instant appeal. Urbano GoGo was created. Urbano GoGo offers a mix of healthy options for people on the go. The conventional positioning of the shop name is replaced by “Jasus, I’m dying for a smoothie” and will be replaced every six week with a different Dublin sounding colloquialism.