link to website
Rebranding, Marketing Strategy, Web Design and Development, Social Media Management, Content Creation: Graphic Design, Photography, Filming
Loulou’s Kitchen is a professional Jeddah based cooking school in Saudi Arabia. They blend the education of learning to cook different cuisines from around the world with different styles and techniques of cooking. The academy brings the fun and experience of an ambient kitchen where you meet new people, make new friends, and create memorable moments – all while cooking state of the art delicious dishes. From the marketplace to the plate and onto your palette- each and every class becomes an experience. Whether you are a culinary novice or a ‘seasoned’ veteran, there is always something new for their clients to learn at Loulou’s Kitchen.
Before we could really tackle this project an incredible amount of research went into understanding, questioning and being inquisitive in the Saudi Arabian culture, Middle Eastern Market and cooking and teaching industries. We devised a marketing plan for Loulou’s Kitchen with the main objective of expanding brand reach and a focus on customer acquisition and social media following.
We redesigned the brands logo to give it a more modern feel and came up with a slogan that reflected the brands new direction – “Experience the art of cooking” A key element of Loulou’s Kitchen wasn’t to simply provide a service but to give people an experience, so it was important that this was also translated into the rebranding. We refined the brands colors chose a red that was more warm and inviting and refined the brand story as the company’s founder played such a vital role in the business. Louloua El Ezzah - a finalist from the Top Chef Middle East television show was a tv personality as well as the founder of Loulou’s Kitchen. We also worked together with Louloua on her personal branding in order to strengthen the cooking academy.
Social Media Management
We managed Loulou’s Kitchen social media platforms with the aim of spreading brand awareness, driving website traffic and building strong social media following with a focus on Instagram. We measured our success based on the number of new customer acquisition via social media, follower’s growth and engagement, number of calls and website visits. The social media platforms that we managed included Facebook, YouTube and Instagram. We implemented a dual language social media strategy to attract and build strong relationship with both Arabic and English speakers.
Graphic Design content
More than 70% of the visual content was created by our designers, photographers and videographers, which included recipe and promotion videos filming, professional photography of Louloua and her students, graphic content for announcements, recipes, company related materials, Instagram stories and highlights, Facebook and YouTube banners, mockups, and quotes. All captions and written communication were created by our team, carefully checked to address energetic and friendly tone of voice and then fully translated and optimized for Arabic language to reach the main target audience of Loulou’s Kitchen.
Photography and Filming
As part of the rebranding it was important to create a strong body of professional content for Loulou’s Kitchen. We traveled to Saudi Arabia, Jeddah for 2 weeks to film an advert for the cooking academy, a video insight into the founder of Loulou’s Kitchen and also over 20 cooking and recipe videos for Loulou’s YouTube channel. We produced, filmed and directed all the content which presented an exciting challenge of coordinating shoots in Saudi Arabia from staging scenes in the fish market to filming with other celebrity endorsers on how to cook traditional Saudi food. As a result, we created over a years’ worth of content both in English and Arabic.
The website was designed to be friendly, welcoming and tasty looking, with a Middle Eastern tone to complement Louloua’s personality and Loulou’s Kitchen brand. Keeping in mind tasty colours throughout the project we made the website very visual and mouth watering. It was essential that Loulou’s Kitchen website provides an opportunity to not only book an upcoming class, but also to showcase all the best Loulou’s recipes. Louloua as a TV personality has a long list of videos across various channels and her fans requesting this videos over and over, we found a solution by creating a register and previews with quick links to organise and give full and easy access to all the content. The website is fully optimised for English and Arabic languages for all Loulou’s Kitchen fans to access the platform and easily navigate across.