Restaurant La Girafe

Rebranding La Girafe: A Fresh Identity for a Franchise Restaurant

La Girafe, the in-house restaurant of a hotel from the Accor Hotel Group, was ready for transformation. On behalf of the franchisee, Markus Mensch and his team were brought in to lead the initial location analysis, conceptual redesign, and full brand relaunch—aligning the restaurant with current market expectations and operational efficiency goals.

Concept Development, Visual Repositioning & Reopening Strategy for a Modern Dining Experience

La Girafe, the in-house restaurant of a hotel from the Accor Hotel Group, was ready for transformation. On behalf of the franchisee, Markus Mensch and his team were brought in to lead the initial location analysis, conceptual redesign, and full brand relaunch—aligning the restaurant with current market expectations and operational efficiency goals.

Working in close collaboration with the General Manager, a leaner F&B concept was developed. The goal was to simplify operations for staff and make the venue more attractive for both recruiting and retaining employees, without sacrificing guest experience. This strategic focus on simplicity led to a full rebranding of the restaurant.

A fresh, modern and youthful corporate identity (CI) was designed, setting a new tone for the entire guest journey. The menu, interior elements, and visual materials were fully adapted to match the updated brand language. In parallel, a complete visual content production was organized – including new food photography, lifestyle imagery, and brand-aligned video footage to support future marketing.

The relaunch culminated in a high-impact reopening event, specifically designed to create local buzz and generate press attention. Regional media were invited, and a strong social media campaign supported the rollout of the new concept. La Girafe quickly repositioned itself in the market — now perceived as a fresh, accessible, and trend-conscious venue within the hotel environment.

Thanks to this integrated process, the restaurant is not only more operationally efficient but also far better positioned to appeal to a younger, urban target audience – both in person and across digital channels.