Taste & See.
We are passionate about restaurant branding, beverage branding, packaging design …and more
A Pervasive Sameness
Restaurant & Catering Australia says they’re 33,000 food and catering businesses in Australia. Growing at less than three percent annually, competition for clientele is ruthless, each trying to differentiate itself from the other guy.
Despite the ferocity of restaurateurs chasing after the same clientele, have you noticed the sameness in the visual presentation of restaurant brands?The logos look the same. The interior spaces look the same. The exteriors look the same.
True, restaurants change by the cuisine served. But beyond the cuisine, there remains a pervasive sameness in the restaurant business. This raises a provocative question. How adept are restaurant brands at breaking out from clutter to differentiate one from another? We dare say, not many. What to do?
A Relative Proposition
Differentiating in the restaurant business tends to be a relative proposition that’s focused on besting the competition! The downside to playing the besting game is that it’s short-lived. The vagaries of time and the competitiveness in the restaurant business will certainly catch up with you. Another competitor will eventually appear to claim the title as its own. Then, you’re in a no-win contest jostling over who’s the best.
We do not play the besting game at Daniel Sim Design. It’s a losing proposition. We create restaurant logos and designs that communicate your restaurant’s singular uniqueness – the only restaurant that does what you do. When you’re the only, you can dominate a market niche as the sole-source provider. Because this is an indubitable truism, we do not create designs according to current trends. Your longevity within the competitive milieu demands that we define trends to keep you several steps ahead of your competitors.
The Branding Imperative
Your restaurant brand persona is the emotional attachment people have with your restaurant. It is the collection of associations –ideas, experiences, and feelings– in the minds of your guests and prospective guests. Your restaurant brand equity comes from your brand persona’s ability to predispose people to choose your restaurant over others and to pay more for the dining experience you deliver. Your brand equity is a commercial asset that has real monetary value. Its value comes from the preference patrons have for your establishment and from their willingness to pay more for the dining experience you deliver, both now and in the future.
Dear Daniel, your professionalism and creativity has stood out for itself through the Onyx Logo, Website & Menu design. We have had a lot of good comments from people regarding the designs. What I liked the most was your enthusiasm to support us especially at short notice updates. Keep up this good work and we wish you all the best to win many awards for your hard work. Good luck.Anup Raghavan
Brand Strategists – The Core of What We Do
Our approach to restaurant design necessitates that we wear two hats. We’re students of social phenomena that study how the restaurant experience affects human behaviour. We’re likewise brand strategists who translate those human insights into creative executions for a consistent restaurant brand persona that’s communicated across all consumer touch-points.
Brand strategy is the core of what we do. That’s because there’s an intimate relationship between a brand’s persona and the strength of the consumer relationships it generates. From a plethora of independent research and from our own personal experience, we know that winning brand personas produce intensely loyal emotional bonds between patrons and their restaurants. In turn, strong emotional bonds generate enduring brand equities and higher profits for you.
We develop restaurant brand strategies that tap into human emotions with irresistible brand personas to produce the intensely loyal patrons you need to grow and prosper.
Emotionalising Your Brand
When people think about their favourite restaurants, the thinking is emotion-based, intuitive and rapid. Basically, people make restaurant decisions like most other discretionary buying decisions, they buy with the hearts and justify with their brains.
We know from accumulated research that successful restaurant brands share the following attributes:
- Preferred restaurant brands occupy premium space in people’s minds when making buying decisions.
- People have an intuitive liking for their restaurants, which requires no thinking.
- People see their restaurants as unique – one of a kind.
- People believe their restaurants more than satisfy their expectations.
- People see their restaurants as dynamic – trendsetters.
Arousing the Emotions
Though choosing a restaurant is mainly an emotion-based process – with the heart and justified with the brain, it’s the five senses that provide the sensory data, which drive emotions. Emotions wield the power to persuade. Successful restaurant brands persuade by arousing the emotions through sight, sound, smell, taste and touch.
Our playground is visual stimuli. Daniel Sim Design creates visual stimuli that arouse the emotions as the first step in defining your brand persona and creating brand expectations of pleasurable dining experiences.
What We Do
Our restaurant branding services include:
• Branding and marketing consultation
• Branding and re-branding design
• Logo design
• Website design
• Graphic design services – stationary, business cards, gift certificates and other collateral
• Menu design
• Uniform design
• Signage and other environmental graphics
• Mobile app design
Your logo is usually the very first touchpoint people have when choosing a restaurant. Daniel Sim Design creates compelling restaurant logos that visually communicate your one-of-a-kind uniqueness. We design logos to arouse the emotions with outrageously pleasing visual stimuli.
In fact, our logos are visual foreplay. We push the envelope, exceeding the bounds of moderation in creating the anticipation of good things to come.
Everything we know about restaurants tells us it’s all about the user experience. People expect great food, world-class service and a pleasant ambiance. If you fall short in those departments, shame on you. However, isn’t it amazing that restaurant websites are notorious habitual offenders when it comes to abusing the user experience?
We don’t play that stuff at Daniel Sim Design. Our entire focus is the user experience when it comes to designing restaurant websites.
You may notice that many restaurants are developed with flash software. This is a bad idea for a variety of reasons, most especially because flash trashes the user experience. Internet users loathe flash-based websites. They’re slow to load, terrible for search engine optimization, the material is distracting, the website layouts can be cramped and hard to read. Moreover flash-based content is not visible on mobile websites.
We design restaurant websites using WordPress exclusively. WordPress is SEO friendly and gives you full control over your content — your online menus, pages, blog, contact form, online reservations, events calendar, and anything else relevant to the user experience. Furthermore, WordPress is readily optimised for mobile devices.
As a substitute for quality content, far too many restaurants stuff their websites with pictures. Pictures, yes. A surfeit of pictures, no. Too many pictures hinder your ability to communicate a winning brand persona and adds more abuse to the user experience on flash-based websites.
You need quality, persuasive content on your website. Great content sets the tone of voice, creates expectations of pleasure and allows you to be passionate about the reasons why the dining experience at your restaurant is a one-of-a-kind experience, unlike any other restaurant in this quadrant of the galaxy. This is what your brand persona is all about.
We also encourage you to launch a blog. Not only do you need killer content, you need to continually refresh your killer content. This is precisely why blogs are invaluable in the restaurant business. If you don’t have the time or resources to do a blog, no problem. We’ll be delighted to do your blog for you.
Among the myriad issues you must address when building your restaurant website, do not overlook the mobile device imperative. A recent comScore report says 60 percent of all Internet traffic now comes from mobile devices, up from 50 percent a year ago. Rather than designing websites that are already obsolete from the get go, because they’re not compatible with mobile devices, we build mobile device compatibility into our restaurant websites from the very start.
Rebranding Your Restaurant
Clearly, it’s far better to get it right from the start. But, it’s never too late to get it right if the alternative is closing the doors. However, rebranding involves far more than changing your name and logo. Rebranding communicates your restaurant is embracing a new way of engaging your guests. Rebranding signals you’ve moved beyond good food and comfortable seating to embrace a new way of engaging guests with an experience that more perfectly aligns with their passions.
Because rebranding is a very big deal, it’s best to do it with deliberate care and consideration. Moreover, your current restaurant brand enjoys some recognition, which you likely want to keep even while you’re gutting what’s bad.
We fully understand the complexities involved in successfully rebranding restaurants. That’s why we employ the identical process and procedures we use to brand restaurant startups.
How We Do It
“What’s your passion?” This is the first question Daniel always asks of his new restaurant clients. Our creative juices start flowing once we know your passion for being in the restaurant business. Absent the crucial element of passion, branding your restaurant is no more than pretty visuals and words without meaning. That’s why our entire branding process is passion-focused.
Knowing you passion helps up define your brand persona, which we must have before we do the first sketch of your logo design. Ever meet a person who did not have a persona? Good, bad or otherwise, all brands have personas like all people have personas. Even the seeming absence of a persona is itself a persona.
Defining your brand persona as a manifestation of your passion lets up move to the second phase of the branding process. Your brand promise, often called your value proposition in today’s jargon-rich techno-babble environment, is just as crucial as your brand persona. Your brand promise communicates in all of your marketing materials the precise nature of the experience your guests can expect to enjoy when dining at your establishment.
The final step in the branding process is your brand positioning. Your brand positioning indelibly imprints in the minds of your patrons and prospective patrons the reason why your restaurant is the only restaurant in our quadrant of the galaxy that does what you do [or at least in Australia or planet Earth if you’re not current about off-planet restaurants].
Daniel is extremely professional, experienced and creative...
From my very first communication with Daniel, I was impressed by Daniel's confident, easy, warm manner. He understood exactly what it was I was trying to achieve by getting to know me and my business. Daniel has exceeded my expectations for my company's branding from logo design to stationery and I am ecstatic with the results and have been complimented many times on the colours and design. Daniel is extremely professional, experienced and creative. Nothing was ever a hassle and our communications the entire time have been responsive, clear and open. I’m extremely happy with the result and can’t wait to put Niche in the marketplace. Daniel has added the polish and professionalism that I want reflected throughout my business.
Karen - Niche Property Management
...far beyond our expectations
Daniel and his team we believe went far beyond our expectations, he went to enormous lengths to ensure that our logo for our Cleaning Company was going to look great. His design samples for us were stylish and extremely elegant, you can see he has a great vision. He helps you and guides you to choose a complete design for your company. We are based here in Melbourne and distance was not an issue, he was in contact with us all the way. With plenty of options for us to choose from and with his experience, we are proud to say our logo for our Company was designed by Daniel Sim. A big thank You from our team at Lupa Cleaning Services.
Brendan & Claudia Lloyd - Lupa Cleaning Services
...This company by far exceeded our requirements
After being with the largest franchise company in the real-estate world for many years we looked at branching out on our own. The thought of this was very overwhelming… the Logo is the feel, the look, the strength and the face of your business, by far one of the most important aspects to the look of your business. I had no idea where to start – We had spoken to other companies and they did not have the sharp look we needed. I was referred to Daniel and would say that his approach, service and knowledge put us at ease immediately. We knew that he understood what we wanted and was so efficient to deliver us so many wonderful ideas and advice. Daniel has a great eye for detail and a flair that is very hard to find but the most refreshing aspect of our experience was his patience and professionalism. We have dealt with so many companies over this transition and this company by far exceeded our requirements. Daniel is a must if you a thinking of a new business or a new look for your current business. Thank You so much Daniel!
Kirsty Dutney - Crowne Real Estate
We cannot say enough about Daniel’s creativity...
We can not say enough about Daniel’s creativity. As a small business, we were struggling with how to brand our business with the perfect logo. We came across Daniel through a websearch and were thrilled to work with him on our project. He provided us with a number of great logo choices, one of which was absolutely perfect! He has been fantastic to work with and we will definitely use him for our additional graphic needs in the future!
Jen Chaput - Instant Karma Roses
He was warm and friendly and expressed a genuine enthusiasm...
From the very first point of communication Daniel stood apart from other designers I had contacted. He was warm and friendly and expressed a genuine enthusiasm and interest in my work along with his initial vision for a brand identity. As an artist, I naturally had creative ideas of my own, but Daniel brought my ideas to life, exceeding all expectations with his impressive and beautiful work. He patiently allowed me to express all my thoughts and then directed my thinking towards a clean, eye-catching logo and somehow captured my personality within it, which was true genius seeing as he had never met me. I consider myself privileged to have worked with Daniel and cannot recommend him highly enough.
Alexis Atkins - Alexis Atkins
...much better than we expected and to our utter amazement...
It has been a wonderful experience working with Daniel Sim. Daniel Sim Designs was initially contracted for our corporate logo design, business’ cards and letter heads…as well as envelopes. Daniel came up with various concepts and patiently worked through our requests until we arrived at our final design; a design we were very very pleased with. When Daniel created the artwork for the business card, we were bowled over; it had a wonderful blend of subtlety, colour and content. It was much better than we expected and to our utter amazement, the cards were even better! Following this positive experience, it was only natural that we considered Daniel for the website. Once again he brought out a level of creativity in his work which left us, to put it plainly, dazed. The website speaks for itself…
Udayan Bhanot - Director, iEnergyTech
I highly recommend him to anyone seeking professional design...
Daniel is clearly creatively gifted. A true professional committed to helping businesses portray the right image with innovative design. His design concepts exceeded my imagination. I am very proud of the logo designed for my business. A pleasure to work with. I highly recommend him to anyone seeking professional design for their organisation.
Daniel Irvine - Sovereign Wealth Management
Employing Daniel Sim Designs to create a logo made one aspect a breeze...
Starting up a new business is a tough process. Employing Daniel Sim Designs to create a logo made one aspect a breeze. I was presented with several original and imaginative designs. Choosing just one was the hard part.
Genevieve Faulkner - Lost one Found one
...the logo Daniel designed was creative and elegant...
I chose Daniel for the quality of his logo designs and I was not disappointed. The logo Daniel designed was creative and elegant – perfect for our new corporate image. I highly recommend Daniel Sim Design.
Jane Palmer - Lactation Consultant, Pregnancy Birth and Beyond, Midwife in Private Practice
...used Daniel Sim Design and found their work to be of a top quality...
We have used Dan Sim Design for a number of online project and found their work to be of a top quality. They seem to be leading their industry in the type of work they produce and as such we have continued to use them for our IT design work. I would have no hesitation in recommending Dan Sim Design to anyone looking for fresh funky web design. The only people I would not recommend them to are our competitors.
Tim Alpe - CEO, JUCY Rentals
...logo was very vibrant in colour and eye catching, resulting in numerous enquiries...
Daniel Sim Design has assisted in the logo development for Sieverts Radiation Protection Consultancy. The logo was very vibrant in colour and eye catching, resulting in numerous enquiries and consultancy work for us. We at Sieverts Consultancy find that Daniel Sim Design quality of service was of a high standard and would highly recommend to all businesses.
William Tan - Manager of Health Physics, Sieverts Radiation Protection Consultancy
His talent is limitless...
Finding a designer who shares your esthetic values is paramount to everything when embarking on a design project. I didn’t realize that I would find him all the way on the other side of the world! Thankfully, with the internet, we were able to work together effortlessly. Daniel created the “M2” logo for my pediatric dental practice over four years ago. From the start, we received so many compliments because it was so unique, colorful and fresh. Today, that logo is a brand. I had such a positive experience working with Daniel that I did not hesitate to go to him again with subsequent design projects. His talent is limitless and he is also one of the nicest people I’ve ever had the pleasure of working with. He’s fair, honest, efficient and thorough. I know that we will continue to go to him with our design projects in the future. Why change when everything is great??? Thank you, Daniel, you have been a blessing to our business!
Maria Meliton - M2 Pediatrics
His professionalism was top notched...
Dear Daniel, I just wanted to say that it was a pleasure working with you! I truly appreciate your patience and allowing us to agree on designs that we really LOVE! You did an awesome job! Below are the answers to the questions that you sent to me. I was afraid that the cost would be way out of my budget. Also, I thought that working with someone that was not local would be too hard to communicate i.e. my vision and ideas of how I wanted my logo refresh. I loved his work, his designs and his style. The look of his website was so clean and simple. His professionalism was top notched! Daniel made sure that I was 100% happy with his designs, before he finalized my logo. This was way more than I was contracted to get. Daniel has been very prompt with answering all my questions and fixing everything that I have requested. I was also able to directly contact him via phone…which was a huge plus! I would absolutely recommend Daniel to anyone looking for a professional graphics designer, website designer or logo designer. He has been so professional, understanding, and PATIENT throughout this entire project. Thanks again!
Alys Truong - Rice & Noodles Restaurant
I liked Daniel’s work the BEST...
I had already paid two Web designers in my area (United States) and I wasn’t pleased. And so I Google logo specialist? And after reviewing a few logo designers, I liked Daniel’s work the BEST. But the only reason I was reluctant is because he was so far (Australia) and I was concerned about how well the long distance communication would flow and payment,but not getting what I paid for. BUT TO MY SURPRISE HE AND HIS TEAM WERE AMAZING!!!!! I decided to work with Daniel & team because they were so creative , unique in design, classy…..and I wanted something different. I was soooooo blessed during the whole process. Because he is amazingly patient ..and so easy to work with and I just loooved everything he did. I WAS VERY IMPRESSED. He was a great listener and very professional. I WOULD RECOMMEND HIS DESIGNS TO EVERYONE……HE NEEDS TO BE ON TV…. BECAUSE HE HAS STAR QUALITY :).
Annette Baylor - Effusive Hair Salon
If you’re starting a restaurant, expanding or rebranding a restaurant contact us for a free, no obligation consultation. Expect to personally meet with Daniel Sim himself in addition to his design team. Daniel wants to meet you as a prospective new client and personally learn about your restaurant branding goals and design requirements.
Our invitation extends not only to restaurant owners. Call us if you’re an interior designer or architect working in the restaurant/hospitality space, or a shopping center operator serving high-value tenants. You also require high-level aesthetics and brand presence for your clients and tenants. We have extensive experience satisfying your demanding requirements. Call us today.
Companies We Have Worked With