Black Tap 2024 Edition
Engaging and Edgy: Creating A Digital Communication Toolkit for Black Tap
Project Type
Digital Marketing
Achievements
Muse Creative Awards Silver Prize in “Social Media - Food & Beverage”
Challenge
Black Tap, the hottest NYC burger and shake spot has arrived in Riyadh with a visually stunning brand identity inspired by urban landscapes and street art. Infused with graffiti elements and typography, the brand identity captures customers’ attention and enhances their dining experience. They approached Blue Hat to create a digital presence that maintains the edginess of the original brand while accommodating the locality of Saudi Arabia
Intervention
Our team started by creating a Digital Communication Toolkit that defines the target audience and target personas. Following that, we worked on creating a unique tone of voice for them that would help them stand out in their industry. The main aim was to create an engaging, friendly, and approachable tone of voice, while also reflecting the quality of their products and the uniqueness of the brand experience of Black Tap. We curated a workshop with the client to decide on the different communication themes for the social media platforms.
Results
The entirety of our marketing and social media efforts were to raise awareness of the brand and increase engagement, while still adhering to pop culture references and nuances that local audiences would appreciate. Aside from the strategic aspect of the projects, we created cool reels that capture the vibes, highlight menu items and ultimately brand experience.
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