Misty’s Diner is a 1950’s American style restaurant located on High Street, Prahran, Melbourne. They provide various popular American menus, such as their most famous Best American style grilled burgers, chilli cheesy fries, homemade mozzarella cheese sticks and thick shakes. They set 1950’s theme for their restaurant in order to bring the atmosphere and sense of getting back to that era. Based on research from their website and official Facebook pages, it can be concluded that Misty’s Diner’s target market are mainly teenagers and family.
Mission Statement
Misty’s Diner still shows the atmosphere of 1950’s American style in their restaurant and it looks the same as other existing diner restaurants. In addition, their retro concept seems to be outdated and does not suitable with their target market’s lifestyle anymore. Thus, contemporary approach will be taken in the rebranding process in order to differentiate Misty’s Diner’s characteristic from other American diner restaurants. To refresh their old brand and match it with target market’s lifestyle, modern, classic and elegant concepts will be implemented in the new identity of Misty’s Diner. More importantly, the essence of American and euphoric feelings will be maintained in the new identity execution.
