To distinguish itself from imitators with similar names.
75 years of heritage was not imitable. Nor could it ever be taken away from the brand. And so we decided to highlight its unmatched legacy. Reaffirming this strength, we drew comparisons to the one person who embodies good cooking- a mother. Besides the taste and tradition, we also spoke of the restaurant’s service and quality.
The new logo was well received by Paragon and its customers equally. The brand image added on to the customer experience. The communication has allowed Paragon to stand out and away from copycats. The brand went on to win the TimeOut restaurant award.