RAY is a boutique branding, graphic design, strategy, and storytelling agency based in the San Francisco Bay Area.
"We specialize in building hospitality, lifestyle, and consumer brands; taking the process from the earliest moments of creative direction, to comprehensive visual identity; complete with a variety of visual and experiential cues, brand language, web development, and marketing and operational pieces."
RAY believes that creating a distinct and successful brand means treating it as more than a means to an end. Our process is collaborative and pragmatic, with an approach to creative that harnesses the true essence of our client’s mission, aesthetic, and energy.
Ray Studio’s Approach:
noissue - It feels like there’s never been an easier time to start a business, yet a significant number fail within the first year. Can you tell us a bit about what services your agency provides, to help increase founders chances of success?
We believe in crafting brands with purpose. Our clients include everyone from first-time restaurant owners to seasoned real estate developers. Because of this range, we are lucky enough to have unique insight into the risks, rewards, and realities of building and launching all types of brands.
Our long-term success has really stemmed from fostering meaningful relationships with our clients, and tapping into our team’s strong background in, and passion for, the hospitality industry. We also like to offer our clients a thoughtful range of collaboration options, to ensure an approachable and successful relationship.
noissue - How critical is branding to the establishment of a new business, and how much time and resources should be allocated to branding during the initial phases?
Establishing a brand prior to launching a new business is really important for long-term success. Any brand work in the form of visual language, branded vocabulary, or identity development acts as a form of insurance; it guarantees that the brand will be accurately represented visually and verbally.
We view branding as a key ingredient to some of the most vital components of a business’ inception; a website, social media channels, internal documents and presentations: it all benefits when a clear brand identity is built from the onset.
A brand is a powerful tool to forge emotional connections and build trust with your target audience. Through a thoughtful brand, you can convey your values, mission, and personality in a way that uniquely resonates.
noissue - What’s your approach to brand development? And can you share some key principles or 'rules' to follow?
Our approach to brand development is simultaneously structured and flexible. We like to begin each project with a kickoff and brand positioning meeting, which we think is crucial to developing an initial roadmap for the project – it helps synthesize our client’s goals and hone in on their vision. We like to ask questions about their competitive set, long-term goals, and visual and brand associations, all of which illuminate the comprehensive scope of the project.
From there, a cornerstone of our approach is providing variety for our clients. We want to push the boundaries of design and our client’s comfort zone; striking a balance between classic aesthetics and philosophies, and new and imaginative perspectives. One way we accomplish this is by providing a “wild card” visual direction during our first round of identity presentations. This helps ensure that we’re always encouraging our clients to consider the unexpected. Even if this more wild direction isn’t chosen, presenting a wide range of creative possibilities opens up a gateway for more inventive ideas later in the process.
Overall, we hope the brand development process feels engaging and fun for our clients. Branding is often the culmination of something that has been just a dream for them for a long time, so it’s always our pleasure to help bring their vision to life.
noissue - When people hear the term ‘branding’ they often think of logos, websites or marketing campaigns. How does packaging and printed collateral contribute to building a strong hospitality brand?
Branding should always be viewed as holistic, meaning it encompasses every aspect of a business. Having a completed brand doesn’t end at the digital realm. Now more than ever, printed collateral and packaging serve as tangible representatives of a company’s identity.
Translating a brand from a digital space to physical products, such as collateral, adds a layer of dimension to its identity. Choices such as the type of stock used for printing, the texture of materials, and innovative packaging solutions all contribute to defining and enhancing a brand's presence.
Beyond these small details, we continue to champion printed materials simply for the romance of it all. Yes, digital ecosystems have a different type of permanence in our modern landscape, but printed pieces can spark conversation and connection with their 3D form: Maybe a funky matchbook rises to the top of someone’s coffee table collection, reminding a dinner party guest that they’ve been meaning to scope out the restaurant it belongs to… or an inventively designed postcard earns a coveted spot on a young couple’s refrigerator, acting as a meaningful souvenir from one of their first dates.
Industry Trends:
noissue - As operators prepare for peak hospitality season, what are some of the trends you are seeing across the industry?
Many of our clients are beginning to view brand collateral as an extension of their brand. We are crafting new brand elements and touchpoints to incorporate into many of their printed pieces, from shirts and hats to matchboxes and coasters. These range from catchy taglines to custom illustrations – anything that will grab someone’s attention.
On the business side, we’re seeing a push for renovations over new builds. It can be costly to build from the ground up, so many restaurateurs and hoteliers are looking to make old buildings new again, using old bones to create something contemporary and fresh. As creatives and designers, there is so much inspiration to be found in this trend. We love looking into a space’s history and including small nods to it throughout the brand when we can.
noissue - In a crowded restaurant scene, how can F&B businesses develop a unique brand identity that attracts their ideal customers?
Our biggest advice would be to stay authentic! A brand does best when it is a genuine representation of the minds behind it. Any ties that a brand can have to its founders gives it an extra dose of meaning and legitimacy. Ultimately, that is what will shine through to customers and bring them to your establishment.
noissue - Many restaurants offer similar cuisines. How can branding help a restaurant stand out from its local competitors?
Modern diners are choosing where to eat by the ever elusive vibe. If two restaurants have the same menu, the one with a meaningful visual identity and personality will ultimately win out.
noissue - Storytelling through menus, packaging, signage and décor can enhance the dining experience. How can restaurants leverage storytelling in their branding?
Storytelling and branding are inseparable. Branding serves as the foundation for crafting a visual language across all mediums, ultimately building a cohesive story for customers. By integrating storytelling into a business's branding, the result feels more thoughtful and sequential. Each element builds upon the previous one, working in harmony to positively impact customer perception and create a memorable and meaningful brand identity.
noissue - Customer experience is paramount in the F&B industry. How can branding play a role in creating a positive and memorable experience for diners?
Branding can take a good dining experience and make it great. Yes, it takes culinary acumen, attention to detail, and a passion for hospitality to make for a wonderful dining experience. What branding adds is the extra je ne sais quoi that rounds out a diner’s journey through a restaurant. It gives the establishment an opportunity to define itself beyond the flavors they serve; it’s a defined moment for the minds behind the operation to show a bit of personality, and make the experience of their restaurant truly unforgettable.
