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Challenge

For five years, Blink restaurant & bar had captured the attention of local Calgarians seeking sophisticated and high-class cuisine. Through its impeccable delivery of quality food and service, Blink established an amazing national reputation and received numerous accolades hailing it as one of Canada’s best.
 
Despite its full tables and success, the brand of Blink remained relatively unknown in Calgary. In 2012, Blink recognized an opportunity to differentiate itself within the fine-dining industry and establish itself as a long-term mainstay among Calgary’s dining elite. ClearMotive was aptly called to the table as the strategic force behind developing and promoting a new, unique brand for Blink that would strongly position its new identity to the local market in 2013. 

Idea

An in-depth brand review and positioning analysis determined that Blink needed a valued, standalone brand that was not reliant on an individual’s permanent involvement for its long-term success. Its new brand needed to remove the owners from the spotlight and focus, rather, on the sophisticated European cuisine and warm Canadian hospitality it offered.
 
The brand roll-out included a rebrand and design of the Blink logo and tagline. Both external and internal branding was essential to ensure the Blink message and brand was strongly delivered in every aspect of its experience; from the staff and menus to its décor and storefront signage. ClearMotive also provided creative direction for new photography assets and an engaging social media and content strategy to ensure all messaging echoed Blink’s new identity.

Outcome

In 2013, Blink’s new brand was introduced to the Calgary market. A brand launch event saw an impressive blend of influential writers, critics and leading public in attendance. The innovative, creative ads which celebrated Blink’s unfair advantage, ran in notable local publications like City Palate and Avenue Magazine, the city's popular monthly publication.
 
Through successful execution of its new brand, Blink was now a distinctive character that locals celebrated. With a clear understanding of its brand and the strategic support outlined for its content and media strategy, Blink continues its commitment to dishing up excellence with the experience it provides customers across all traditional and digital platforms.