When a time-honored restaurant chain is taken over by real chefs, it’s not just a new menu, it’s a whole new company. This chef-led approach that begins from the very top resulted in a new “food first" philosophy for Mimi’s Cafe that we channeled into everything from new photography to messaging and social. Staying true to their French-inspired roots, we used chalkboard elements to really tie in the bistro vibe.
To go along with the launch of their new menu, a complete refresh of their website was in order for Mimi’s Cafe. The goal was to make it more food-centric – a place to showcase the beautiful new photography while also simplifying the design and messaging, and integrating more usability for social interaction.
In the end, this campaign brought the je ne sais quoi back to Mimi's Cafe, helping the chain get back in touch with their founding food-first principles, but with a fresh contemporary bistro twist.
How we helped Mimi's