TEN11
Rebranding of a family-owned restaurant. Deliverables include: brand strategy, repositioning, hospitality branding, restaurant branding, visual identity, logo design, menu design, serving presentation, packaging design, workware and promotional creatives.
Client: TEN11, Croatia, EU
Collaborators: Ivana Lukenda, Creare, interior design
A family-owned, cozy street food restaurant charging for what it happened to be, not what it wanted to be.
Challenge
Ten11 was known as a top spot for local workers’ lunches and fast food deliveries. Inside it was a family-owned street food restaurant in a residential area of Dubrovnik that nobody but friends and family knew about. The food was excellent. But there was no reason to walk in, sit down or come back. Deliveries worked for the customers but not for the revenue or the team’s motivation. The place was priced like the fast food it did not want to be. Even a Conor McGregor visit and Instagram post could not shift what the place was known for.
The owners came to us with a clear challenge: to attract the guests they deserve, with dishes beyond pizza and takeaway. We worked closely with an interior design studio to reimagine the space inside and out. A warm, vintage vibe with soulfully prepared dishes was brought in, together with an outdoor terrace for summer evenings where deli plates, homemade goods and laughter never run short.
Outcome
After repositioning, spend per guest rose. Rates on the new offers went up. Tourists arrived alongside the loyal friends and regulars, evenings and weekends filled with a younger crowd, and midweek dinners stopped being the quiet shift. The refurbishment and the terrace followed the new market position rather than setting it. The team got its passion for cooking and serving restored, and the owners finally knew what to promote, to whom, how and why.
