Bulk: the first dumpling movement

Despite having several outlets, «Bulk» was not perceived by visitors as a fully fledged chain. Different names and positioning and the lack of a unified management strategy hindered further development on the market and the attraction of new guests.

Our team carried out a marketing audit, analysing the general trends in the development of the restaurant market in Russia and Saint Petersburg, the competitive field, and the perception of the dumpling chain by different target consumer groups. As a result, the following problems were identified: the absence of a distinct image and style for the chain, low brand awareness, the lack of a unified design style across the chain's venues and of a single format of communication with customers, the dependence of interior solutions on the type of location, a shortage of emotional anchors influencing the consumer, a focus on already loyal customers, weak differentiation by name, and the absence of a unified concept for the verbal elements of positioning.

During the research, conversations were held with market experts, along with in-depth interviews both with consumers who visit «Bulk» and other venues in the dumpling segment, and with those who have no interest in dumpling restaurants. In addition, the «mystery shopper» research method was used for a fuller analysis. As a result, the agency team concluded that consumers are interested in simple, understandable venues that feel close to them.

To solve the problems identified, a brand platform was formed that emphasises the venues' fit with the fast casual format. The fast casual format is new to Saint Petersburg and represents a synthesis of a traditional restaurant and a fast food outlet.

Thus, a positioning concept was chosen that references the distinctive character of Saint Petersburg mono-cuisine while at the same time following the traditions of Russian cooking. The light culinary nostalgia for the Soviet past embodied in the brand we developed brings to mind family evenings and making pelmeni together, in sharp contrast to the messages of other venues that emphasise the individualistic component.

Pelmeni are a real charge of positive energy. A nourishing, tasty product in a simple presentation, a love for which unites all generations. Creating the brand platform involved rethinking the concept of Russian cuisine with an emphasis on local cooking, which will appeal to tourists and become an element of local patriotism for city residents.

The brand's core values became simplicity, locality, intelligence and honesty. The ideas the brand follows are rationalism and functionalism, symbolising simplicity and efficiency, restraint and neatness, embodying a Nordic style with the inclusion of natural materials that does not impose itself on the guest.

The brand's visual communications include brand characters: a cow, a pig and a chicken. The capital letter of the logo symbolises the main product – a pelmeni dumpling in a pot with the lid open. The choice of name was based on an association map compiled by the specialists. The conclusion was that the sign most understandable to consumers is «bulk» («plop»), referencing the sound of a dumpling dropping into boiling water. The typographic solution speaks of the brand's light-hearted character and the strong influence of humour on it. The agency's creative team also designed the company's printed materials.

Every illustration was drawn by hand. The verbal communications include slogans carrying a humorous message. The copy solution makes it possible not only to attract a young audience drawn to «witty» brands, but also to show the intellectual substance of the concept. One of the slogans used in the project references «Eugene Onegin»: «I love pelmeni, why pretend otherwise?».

The interior design carries one of the brand's core traits – a leaning towards the classic. It is not tied to a particular era, but embodies a time-tested approach. The cosy, homely atmosphere, reminiscent of that of Saint Petersburg's famous communal kitchens, became a point of attraction for foreign visitors. We want to show them our own special vision of Saint Petersburg, one you will not find in any guidebook. This is where the stories we captured in the hand-drawn illustrations were born.

Funny «sayings» by Saint Petersburg poets and writers, light grotesque and fantastical scenes – all of this forms a vivid style with the flavour of the Northern Capital. There is no deliberate kitsch-like «Russianness» or Soviet nostalgia here, but at the same time it does not look like a purely Scandinavian solution. The style of our dumpling restaurant, on the one hand, reflects the international spirit of Saint Petersburg, and on the other, carries the traits of the Slavic mentality. Natural materials convey the approach to preparing dishes that contain only natural ingredients. Individualism and traditionalism can be traced in the finishing materials of the «Bulk» premises.