Client
GastroFamily
Year
2024
Category
HoReCa
Type of Work
- Concept
- Brand Strategy
- Communication Strategy
Little Sins Bar: Ukrainian Hospitality with Berlin’s Rebellious Spirit
Expanding into new markets is a challenge for any business, especially when it involves crossing borders, both culturally and geographically. Going international requires a rethinking of past experiences, adapting to a new audience, and evolving—even for brands that have already succeeded elsewhere.
Project Overview:
In 2023, the renowned restaurant group GastroFamily decided to open a new venue in Berlin, building on their success with franchise launches across other European cities. Developing a unique brand for a gastropub in Berlin turned into an exciting journey through the city’s vibrant bar culture.
Objective
Our goal wasn’t just to open another bar but to craft a unique identity that combined Ukrainian standards of quality and hospitality with Berlin’s bold, rebellious energy. This vision gave rise to Little Sins—a brand that celebrates freedom of expression and flawless quality. It’s provocative and inspiring, inviting guests to indulge in their own “little sins.”
Project Contributions:
- Concept: the brand concept for Little Sins was shaped by the spirit of Berlin—a city synonymous with freedom and self-expression. The brand’s core idea merges boldness with playfulness, where everyone can enjoy life without the pressure of perfection. It’s a space where rebellion becomes art and individuality is celebrated.
- Naming: the name “Little Sins” captures the essence of the brand, emphasizing the freedom to enjoy small indulgences and live in the moment. Memorable and provocative, it elicits an immediate emotional response.
- Brand Strategy: our communications plan leverages social media (Instagram, Facebook, TikTok) alongside platforms like Google and TripAdvisor to engage a diverse audience. Collaborations with local artists and a focus on visual storytelling in both interior and exterior design help shape the bar’s distinctive image.
- Media Planning: a comprehensive media plan was developed to effectively promote Little Sins across multiple channels, reaching the target audience in key markets.
