Branding for CAU, a new restaurant group

In 2010 the team behind the successful Gaucho restaurant group decided to launch a new restaurant concept offering high quality, accessibly priced Argentinian beef. We were approached to create a brand identity for CAU, alongside a range of consumer facing collateral on and offline. 

Argentinian Beef Done Our Way

CAU’s brand promise is to serve the finest quality Argentinian beef in an environment that is accessible, informal and great fun. The proposition, ’Argentinian beef done our way’ refers to the fact that the CAU is not afraid to do things a little differently, with just the hint of a swagger. 

Our work encompassed a strategic positioning piece, where we worked with CAU to interrogate every aspect of the offer in order to create a highly differentiated brand that has both credibility and cut-through in a crowded market. 

A complete visual and verbal identity

We then delivered a visual identity and a tone of voice that was applied across all consumer touchpoints, both in the restaurant (Menus, signage, interiors graphics, staff uniforms, packaging) and in the brand’s marketing collateral on and offline (website, social media pages, direct marketing pieces and a library of original photograpy). 

Care was taken to ensure that each item was infused with CAU’s cheeky personality, whether this was a dessert menu in the form of a dice, or ’Love me tender’ and ’Be my grill friend’ badges for the servers. 

The identity itself features a bespoke typeface, ’CAU’, crafted to embody the CAU values. 

The first CAU restaurant openened in Guildford in July 2011, and we continue to work with the brand as they continue their growth strategy thoughout the country.