The co-owners of this successful vegetarian restaurant (one of whom is celebrity chef Simon Rimmer) wanted to bring a little humour and authenticity to their established brand.
I gave them a playful strapline – Terrifying Carnivores Since 1990 – and new copy for their website, including a quirky brand story that revealed their rather unusual starting point for restaurant founders – two friends who shared a) a first name, and b) a marked inability to cook…
FATE – OR, FLYING BY THE SEATS OF SIMONS' PANTS
Once upon a time, Simon and Simon were putting the world to rights over a Nepalese curry and a drink or two, when they spied a little vegetarian café in the fabled land of West Didsbury, Manchester.
“Wouldn’t that be the perfect venue for a proper vegetarian restaurant?” sighed Simon. “One with scrumptious dishes and exciting ingredients that aren’t ten years behind the best restaurants in town?”
“Absolutely,” agreed Simon.
And then, after another drink or two, they went home.
But their story didn’t end there.
For the very next day, Simon drove past the vegetarian café just as a For Sale sign was going up outside. He quickly called Simon, who called the estate agent, who called the sellers, who called off their search – and, just like that (or 12 weeks later, a solicitor’s equivalent of “just like that”), Simon and Simon found themselves in the freshly scrubbed kitchen of their brand new business venture, looking at each other.
“I have just one question,” said Simon.
“What’s that?” asked Simon.
“What are we going to cook…?”
The truth is that Simon Rimmer and Simon Connolly were pretty green themselves when they set up Greens restaurant in 1990. Although they met as co-workers in another Didsbury eaterie, neither was the chef – one was a waiter, the other worked front-of-house.
Still, armed with enthusiasm, a couple of basic cookery books and a burgeoning sense of panic, they both took up the challenge of creating a menu for the new restaurant.
And they haven’t looked back.
"Rowena understood instantly what we were trying to achieve – a firm sense of brand identity, but with a playful, personal twist that would appeal to long-standing and new customers alike. Working with Rowena could not have been easier; we knew immediately she would deliver exactly what we were hoping for."
Simon Connolly, Director, Greens Restaurant
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