SON CUBANO Restaurant-Bar • The ReBRAND
The primary focus of the SON CUBANO Restaurant – Bar rebrand was to visually show a reference or a connection to the music genre that is SON CUBANO (a style of Cuban music).
The name and meaning of SON CUBANO is a genre of music and dance that originated in the highlands of eastern Cuba during the late 19th century. It is a syncretic genre that blends elements of Spanish and African origin.
Among its fundamental Hispanic components are the vocal style, poetic metre and the primacy of the tres, derived from the Spanish guitar. On the other hand, its characteristic clave rhythm, call, and response structure and percussion section (conga, bongo, maracas, etc.) are all rooted in traditions of Bantu origin.
Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand’s logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate. – Wiki