La’au’s Taco Shop serves up fresh, healthy Hawaiian-inspired fare in a relaxed atmosphere nestled in the heart of Colorado Springs. Their flavors are a tribute to Hawaii with roasted pineapple, mango, lime, green papaya and fresh Mahi-Mahi on the menu.
La’au’s had a few challenges—their location on the Colorado College campus is hidden away from street traffic, making it hard to find; their menu featured unusual ingredients and wasn’t communicating their composed dishes and build-your-own options clearly, causing ordering confusion and long lines; the brand had become stale and didn’t communicate the freshness or quality of the ingredients of their dishes.
They were also looking to expand the La’au’s brand to new locations and needed to better position the brand to expand.
The La’au’s brand had some good bones and was based on some good concepts but was reading as too dark, drab and vintage to really express the bright and fresh flavors their food focuses on.
We repositioned the brand to use their out-of-the-way location as an asset using the “Hideaway” language to remind customers of quiet getaway their location and patio provides.
Using photography and easy to understand descriptions, we gave customers better ways to understand the unique cuisine and flavors La’au’s features and remind them that eating can be an adventure.
Rather than tell customers this food is freshly made, we let them feel it by using colorful and engaging stock and custom food photography.
Because so much of the pain they were feeling was around customer experience and ordering we led the La’au’s team in developing a new menu system and branded interiors making it easier to order and understand the unique dishes they offer.
This included a custom surfboard condiments station display and a hand painted mural that we fully designed and created.
Owner, Blue Star Group
FIXER BRAND DESIGN STUDIO
COLORADO SPRINGS, CO
ALL CONTENT © FIXER