Photo taken from: SalvadorMollys.com
Salvador Molly's is a restaurant that claims to capture a world of flavors, sits on Sunset Boulevard and is family owned and operated. With an available online menu, Salvador Molly's offers only one or two exclusively African dishes. However, this comparable restaurant being a small(ish) family business, reasonable restaurant prices, and more consistent brand could prove to be an interesting competitor.
Additional Comparable Restaurants / Locations
There are many other comparable restaurants as well as though listed above, including Queen of Sheba, Dalo's Kitchen, Jarra's Ethiopian Restaurant, Horn of Africa, and Afrique Bistro, some of which offer exclusively Ethiopian food and others which offer food inspired by Africa.
Spice of Africa
Photos taken from: SpiceofAfrica.com
What Sets Them Apart
Although most restaurants have some sort of catering business on the side, no restaurant or eatery is quite like Spice of Africa. Spice of Africa offers a complete and unique African experience as a eatery, catering business, and a place to learn African cooking. In addition to food, Spice of Africa dabbles in art, fashion, and staying connected to their community and supporting their community with 25% of the profits received from catering.
Spice of Africa desires to have an actual location to begin work as an eatery. They also hope to expand more, where they can increase funds and popularity of their business.
Their target audience is directed to those from 18–34, foodies, 50–70, travelers, and those with an interest in Africa. However, their eatery will likely attract 20–50, college students, foodies, those interested in African culture, people who like to experiment, and Portlanders. Their cooking classes attract mainly 25+ interested in African culture, food, and cooking.
Design & Goals
The ultimate design that Spice of Africa wishes to see will reflect Africa, an African experience, and a concentration on food and culture. It should be attractive and clearly reflect Wambui's interest and desires for Spice of Africa and embody the business as a whole. Colors to focus on include yellows, reds, greens, and orange, but are not limited to those. Graphics could include a map of Africa, but are not limited to being a completely new and unique mark and wordmark for the business, so long as it reflects the desires of the business.
With such excellent services to offer, the current brand for Spice of Africa is neither present nor sufficient enough to capture and hold the attention of their audience sufficiently nor support their identity, so they need a design that will not only communicate what they do, but do this in an effective manner. Our goal is to give this company the brand it deserves: something that is memorable, eye appealing, and is true to the heart of the company.