Mimi Place

Following the emergence of outdoor restaurant, lounging and entertainment trend in Nigeria popularly known as Bush Bar; mostly possessing an avalanche of local food and drink menu on offer, with great deal of appeal to the Nigerian people regardless of tribe, religion, culture or ethnicity. Mimi Place was set not only to redefine the standard but to deliver a fresh distinguishing kind of experience.

The Brief:

DSR were called upon to predominantly create a leadership identity for the Mimi Brand, providing brand and communication strategies to be expressed through informative and captivating visual language. Also, DSR was consulted to handle the recruitment and engagement of employees to ensure absolute complaint and focus in delivering service experience to customers.

The Solution:

Taking into consideration the soaring degree of similarity among competitors both large and small, DSR orchestrated a unique brand direction for Mimi Place- developing a brand identity and personality that positioned Mimi as a true leader and natural first choice in outdoor restaurant, events and entertainment. DSR applied 360 degree brand solution approach; involving training and employee engagement and also integrated brand communications.

The Result:

The Bush Bar market in the city of Owerri, Imo State had witnessed the arrival of a market leader- an audacious brand that challenges category conventions. Since launching in December 2012, Mimi Place has never stopped to be a talking point even beyond the city with record customer patronage. The brand communication had a viral effect, while proposition and strategy has successfully set Mimi apart from her competitors, functionally and emotionally engaging customer loyalty.

What we did:

  • Brand Strategy
  • Brand Identity
  • Brand communication
  • Website Design
  • Digital/Social Media Marketing
  • Employee Brand Culture/Training
  • Sector:

  • Hospitality/Entertainment