... Impress, we did! After a second-round of applications in which we submitted photos of the food and inspirations for the space, as well as full brand concept and financial analysis, we were asked to come in for a 30-minute interview with the contest organizers. We had only 5 minutes to pitch the full concept and the remaining time was slotted for questions and discussion. It was all pretty nerve-wrecking, but luckily Chef Andy Bates' TV-life skills came in handy... Did I mention he had his own show on The Food Network UK? He flawlessly delivered a script we wrote together. Then, Frenchy walked them through our financial analysis and I presented a mini-business & marketing plan document I had put together and professionally printed. The organizers were visibly blown away. It looked like no one before us had come in quite as prepared, which felt promising.
The document and Andy's speech revealed our brand: The Avenue - Food & Brew. "We are a unique British diner offering refined British pub food classics alongside the best American craft beers to give the sense of a perfect pairing of international and domestic flavors. Our primary name is inspired by the best what we consider the best part of our future address, North Miami Avenue, while the secondary descriptor says what we’re about: 'Food & Brew'... good food & brew, we might add."
The very next day we were told we had made it to the next round - a public vote. Now, just a week later, we're on the campaign trail and our new logo is plastered all over our social media profiles and the contest website. Sh*t's getting real... pardon my French - or is it British if I say it with an accent?
- Idea Garden President & Creative Director, Vivian Belzaguy