Pasta Amore’s Case Study Mission, Vision, and Values Alignment Pasta Amore is more focused on establishing an interesting experience for the Italian dining family cuisine by making its design more modern and enhancing its environment. The brand’s wish will be represented by a newly designed logo that contains color ballet and the family font hence making it family-centric and showing its affordable nature. The company can achieve its goal for branding by considering a logo that has simpler paints to showcase the cuisine’s freshness.

Hillary Houston

Pasta Amore’s Case Study

Mission, Vision, and Values Alignment

Pasta Amore is more focused on establishing an interesting experience for the Italian dining family cuisine by making its design more modern and enhancing its environment. The brand’s wish will be represented by a newly designed logo that contains color ballet and the family font hence making it family-centric and showing its affordable nature. The company can achieve its goal for branding by considering a logo that has simpler paints to showcase the cuisine’s freshness.

The brand should also strategically ensure the maintenance of its customer base and therefore retention through utilizing various platforms that target its audience widely and in the correct way. Such methods include utilizing social media platforms, advertisement through printed papers, and digital advertisement giving the customers adequate and all the necessary information about the brand (Cheng, 2020). This practice will enable easier capturing of the attention of both old and new customers who will want to try the new brand.

Leveraging Existing Equity

The brand currently showcases family-friendly cuisine as a good environment to eat while on a budget and encourages family dishes for the Italian cuisines that they provide. However, the brand misses out on including other dishes to ensure that they do not limit the customers on their variety of dishes thus encouraging more to visit. Some customers may want to experience other meals besides the Italian cuisine and therefore offering vegan options, and pizza would be a plus for the brand to make the customer’s experience better. Through enhancing the dishes of the brand, the brand can be assured of customer loyalty and trust. This will therefore enable the brand to build its public image hence gaining itself more and more customers through removing the negative equity and enhancing the positive equities. The company can enhance receipt of feedback from their customers to enable them to identify the gaps in offering experience to their customers and determine whether the customers are satisfied and if not the brand should come up with strategies that will enhance its performance.

Brand Identity and Personality

While the main focus for the Pasta Amore brand is to provide an exclusive experience to its customers by offering family-friendly experiences, showing that the brand focuses most on the wellbeing of families, there is a need to develop more and better ways and target a more dynamic demographic group (Sander et. al, 2021). The brand therefore plans on reaching out to the active youths and providing experiences that suit their needs. This will increase the customer base of the brand and hence its earnings. The brand has also planned on strategical ways of providing health-conscious services to their customers hence ensuring the safety of their customers which will attract more of them to enjoy the experience. By elevating its position into a classy place to enjoy Italian cuisine as a family with the effort to rebrand its designs. This makes the logo from the Custom Concepts simple ad clear for anyone to comprehend and will remain memorable in the customer’s mind hence making the brand equity for Pasta Amore stronger.

Tagline

As the current tagline of the brand suggests that it offers good food and a good company, this tagline does not showcase the quality of service that it gives to its customers and this would be a very strong component in rebranding Pasta Amore. By putting more emphasis on the tagline and enhancing the punctuation marks, it makes the brand creates an inception in the customer’s mind of what to expect even before experiencing it. This will also be enhanced by changing the word good to great and the tagline would be; ‘Great Food. Great Experience. Affordable Price.’ This tagline gives the customer the overview of the determination and focus of their customers and it shows how great the company delivers what it dies to its customers. The great experience invites the customer to come along with their family members and experience the greatness. The rebranding of the tagline will enable the customer to get answers to the most frequently asked questions on service and quality of the brand (Charles, 2023).

Visual Brand Elements

Since the brand plans to demonstrate to its customers how much they are dedicated to creating a great experience for them at Pasta Amore, it will demonstrate the fresh Italian food that it will offer that has been enhanced with ingredients and therefore these minimalist goals demonstrate the attribute best. The green color represented in the leaf represents the freshness of the dishes and the white in the logo represents cleanliness. The simplicity of the logo enables it to stand. However, Custom Concepts argues that there is the absence of a color that represents the family-friendly environment hence making it more of a restaurant logo therefore Pasta Amore suggests that a picture of a family is added to the logo to represent the welcoming and accommodation nature of Pasta Amore for its customers and their families. This rebranding will therefore enable the customers to not hesitate when they want their family members to accompany them to Pasta Amore.

Brand Channels

There is a need to determine the most effective channels that will enable the brand to reach its target customers better as this will enable the brand to maintain and improve its customer base. The most appropriate channels for this exercise are digital platforms such as Facebook, Instagram, television adverts, newspapers, and billboards. By using social media platforms such as Facebook and Instagram, the company will be able to target the young audience and entice them with a new variety of dishes. Online viral videos about the grand will also enable extended reach to their customers and also include celebrity figures in their advertisements, which will enable capturing the attention of the fans hence an increase in the customer base and strong online status of the brand. Television would be able to reach various individuals whose age bracket is over fifty-five years (Sander et. al, 2021).

References

Cheng, K. (2020).  Designing type. Yale University Press.

Sander, F., Föhl, U., Walter, N., & Demmer, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude.  Journal of Brand Management,  28, 429-445.

Tagline-Charles, S. (2023). BLUEPRINT.

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