A STEP AHEAD OF THE TREND

ROOH (San Francisco, CA)

ROOH (San Francisco, CA)

Good Times Restaurant Group, based in India, brought af&co. on board as they opened their first restaurant in the United States. ROOH, a progressive Indian restaurant, opened just after the launch of two other modern Indian restaurants in the local area. We identified unique differentiators, creating a cohesive message across all channels to set ROOH apart from the pack, including custom media gift boxes filled with elegant items imported from India. We consulted on all aspects of graphic design, website layout, invitation copy, program ideation, and community introduction strategy. In addition, we worked closely with journalists and other publicists to bring further attention to the modern Indian cuisine trend in the city resulting in coverage from Tasting Table, Zagat, The Bold Italic, and many others.

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