Joeys Restaurants & OPM

OPM Asian Bistro & Lounge
Brand Definition, Creative Strategy and ongoing Creative

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THE PROJECT: In the spring of 2004 Andy’s previous firm was approached by the JOEYS Restaurants organization, one of the fastest growing restaurant chains in North America, about the development of a new restaurant brand ‘OPM Asian Bistro & Lounge.’ An authentic Asian concept, with an upscale, westernized flair.

ANDY’S ROLES: Through close collaboration with the concept leader, Glenn Green, a cohesive definition of the OPM brand was created and four core brand drivers were isolated to guide the brand development for the restaurant. These brand definitions were used as the touchstone for all creative executions leading up to the opening and through to this day—to what is now a $70,000 a week restaurant concept.

KEY DELIVERABLES:
> Designed award-winning food & cocktail menus.
> Developed core brand drivers as the guide for restaurant’s start up.
> Created an detailed Creative Strategy, including a Colour Theory which was applied to the restaurants three key offerings; the Lounge, the Dining room and the Take-Out program.
> Consulted on staff uniforms & interior design. 
> Developed direct mail programs to accelerate customer visits and business growth.
> Applied creative to unique items like: Rickshaws and 100% recycled pineapple leaf Take-Out bags.
> Ongoing brand management through 2009. Including various promotions, gift cards, signage, menus and more.

THEIR ENDORSEMENT:

“Andy’s work is outstanding. I don’t hesitate to call on him frequently, and he always exceeds my expectations with his work, just as we always aim to exceed the expectations of our guests.”

— Glenn Green, Director of Real Estate & Development, JOEYS Restaurants