Martina car uana
Il-Fuklar is a family run, Maltese cuisine restaurant that apart offers a variety of the tasteful Maltese cuisine with a twist as it also offers an experience for the customers through the use of technology. It is a unique restaurant in Malta that targets to offer a genuine taste of the Maltese cuisine with charming and timely service by our dedicated and friendly staff, in a warm and vibrant atmosphere. All food is made in house and cooked according to old family recipes. The restaurant is open all week from Monday to Sunday.
The main value of the restaurant is to offer an experience of the Maltese food incorporating technology in the process so that to interact better with the customers. Another important aspect is to offer good food, so that to offer the best possible taste of the Maltese cuisine. Keeping in mind the target audience, the restaurant offers a good value for money so that to attract more customers. Thus the restaurant aims at offering an enhanced experience for the customers through a combination of good food, value for money and the use of technology. The restaurant targets middle class Maltese families that are seeking to enjoy a family meal all together. Since the food is based on the Maltese cuisine, it also targets tourists that want to taste typical Maltese food while they are on holiday. The location of the restaurant also helps to attract the target audiences. Regarding the market positioning, the restaurant aims to be placed amongst the affordable side in terms of money and expenditure for its customers however, in terms of experience it aims to be placed on the high side since it offers and enhanced experience to its customers.
The restaurant only has one place of operation in Malta so that to preserve the uniqueness of the experience it offers to its customers. As a location it is placed at the W Waterfront in the south of Malta. This location is very popular amongst Maltese families that seek to enjoy some family time. It is also known amongst tourists also because of the Yacht Marina there is, thus the location is perfect to attract customers that fall in the restaurant’s target audience. The restaurant is equipped with interactive touch sensitive tables, which actually take your order. Each table is equipped with an overhead projector and a mouse trackpad. You can browse the menu and each dish is projected on to your place setting so you could get a visual of what the actual dish looks like. Another element of technology is that iPads are offered to the customers to entertain themselves while waiting for the food and also for kids to play on.
corporate identity Brand Identity
The corporate identity is based on a vintage retro look so that to combine both elements that make up the restaurant that is the Maltese food and the technology. The main colours of the corporate identity are dark brown, turquoise and beige which all reflect different elements of the restaurant. The colour brown
CMYK 77, 8, 55, 0
is a down to earth colour that conveys a warm ambience for the restaurant. The colour turquoise means communication and clarity of mind that symbolises the technology aspect of the restaurant together with the interaction with customers that it offers. The colour beige means nature and culture, thus reflecting the Maltese cuisine aspect of the restaurant. Apart from the logo, all other elements of the corporate identity employ a vintage retro look.
CMYK 44, 71, 84, 57
The aim behind this corporate identity is to represent the Maltese cuisine through the vintage look and the twist of modern technology through the retro style. This would succeed in communication with the target audience since the nature of the business that is business to consumer.
CMYK 21, 18, 26, 0
Corporate/Brand Identity Logo
Letterhead and Business cards
Business cards
Window singnage
Napkins with logo
iPads that will be used by clients
Interior design What it looks like
brand extension Wines