PASSAR began by developing a comprehensive brand strategy to serve as the foundation for all subsequent branding and marketing efforts. This phase included an in-depth discovery process, during which PASSAR's team worked closely with Avoca’s founder to understand their vision, values, and target market. The goal was to create a strategy encapsulating Avoca’s promise of luxury and cultural sophistication.

Our strategic framework included extensive research and conceptualization. PASSAR crafted a brand foundation that defined Avoca’s mission, vision, and core values, represented by the acronym EAST (Excellence, Artistry, Sophistication, and Taste). These core values would guide every aspect of the brand. We also conducted a market and audience analysis, established a positioning statement, and developed tactics for brand awareness. A significant element of the brand strategy was Avoca’s brand story. PASSAR developed a narrative that honored Iraq’s rich culinary history while setting the stage for Avoca’s modern, international aspirations. This story became the heart of the brand, present across all communications and visuals. Finally, we established a communication framework, including tone of voice and messaging guidelines, ensuring Avoca’s story could be consistently communicated across all channels.

The brand strategy provided Avoca with a clear direction and a set of tools that ensured all branding decisions aligned with their identity. This comprehensive groundwork enabled PASSAR to move seamlessly into brand identity development with a cohesive and compelling vision already in place.

With a solid brand strategy established, PASSAR turned to identity development. This phase focused on creating both the verbal and visual elements of the Avoca brand. We refined the existing logo, and created a visual identity that aligned with the restaurant’s high-end interior design and overarching brand story.

PASSAR's verbal identity work included defining Avoca’s mission, vision, and core values, as well as setting brand personality archetypes: The Ruler, The Creator, and The Explorer. These archetypes encapsulated the brand’s sophisticated, innovative, and adventurous spirit. We also crafted a messaging framework that aligned with Avoca’s tone of voice, creating a consistent verbal identity that could be used in all communications. For the visual identity, we conceptualized elements like color palettes, typography, and imagery style, each chosen to complement the luxurious interior design of the restaurant. This phase also involved creating textures, illustrations, and patterns that visually told the Avoca story. PASSAR ensured that every visual detail—from menu designs to stationery—immersed diners in Avoca’s brand journey.

The comprehensive brand identity PASSAR developed enabled Avoca to communicate its high-end positioning and unique cultural narrative clearly and consistently. Every element of the brand—from visual style to messaging tone—was encapsulated in a single, meticulously crafted Brand Guideline document. This guide serves as the foundational reference for all of Avoca’s marketing and communications, ensuring that every touchpoint aligns with its luxurious identity and reinforces its market position.

PASSAR designed a range of branded collateral materials to further enhance Avoca’s brand experience. From business cards to custom-designed menus, every piece was meticulously crafted to reflect Avoca’s luxury standards.

We sourced high-quality materials internationally and managed the printing process to ensure the finished products met Avoca’s high standards. Notably, we designed the menu to incorporate the Avoca brand story through writing, illustrations and textures, making it an integral part of the dining experience.

The branded collaterals became a defining feature of Avoca’s brand. Guests were captivated by the level of detail, often photographing and sharing elements like the distinctive menu design menu on social media. These collateral pieces not only enhanced the in-restaurant experience but also served as a powerful tool for organic word-of-mouth marketing.

To ensure a successful launch, PASSAR executed a 360-degree campaign that spanned digital, out-of-home (OOH), and live events. Our goal was to make Avoca a household name within Baghdad's upscale dining scene.

The launch began with a teaser campaign, strategically timed to build anticipation. This included OOH billboards and digital marketing across social media platforms. For the grand opening, PASSAR organized a launch event featuring photography and videography sessions to capture the brand’s visual appeal. The event was specifically attended by local orphaned children and two high-profile guests, Chef Burak and Iraqi Paralympic gold medalist Najlah Imad, creating significant local media attention.

The launch campaign successfully positioned Avoca as Baghdad’s premier fine dining restaurant. For an entire month, the brand was “on everyone’s lips and screens.” This extensive media presence contributed to a surge in reservations and brand awareness among the target demographic.

Post-launch, PASSAR continued to direct Avoca’s social media, curating an online experience that mirrored the restaurant’s in-person luxury and adventurous spirit.

PASSAR’s team crafted and scheduled high-quality content showcasing Avoca’s innovative cuisine and ambiance, consistently engaging the audience with visually captivating posts. The content focused on Avoca’s unique dishes, interior design, and brand story, aligning with the values established in the brand foundation.

Within the first 30 days, Avoca’s Instagram following grew to 73,000. The social media presence not only attracted new customers but also reinforced the brand’s positioning as a trendsetting fine dining destination in Baghdad.

PASSAR’s comprehensive branding and marketing work for Avoca delivered exceptional results. Avoca not only achieved high visibility within Baghdad but also became known as a benchmark for fine dining in Iraq. The brand launch campaign generated strong local buzz, the collateral and visual identity became instant social media hits, and the restaurant’s online presence grew rapidly, establishing a community of engaged followers.

Customer feedback collected post-launch emphasized the impact of PASSAR's branding work. Many guests commented on the unique dining experience, noting that the brand story and luxury elements enriched their overall experience. Avoca’s founder expressed appreciation for PASSAR’s role in bringing their vision to life, citing the agency’s attention to detail and understanding of the fine dining industry as key factors in the project’s success.