Below is a series of concepts and visual Ideas broken out according to the Resy Content Pyramid.
Our goal is to create a more cohesive brand presence for Resy
across social channels, and a reinforced visual identity.
OWN the Details
We love the matchbook and pen concept that you guys have built out. It's a minimalist and unexpected look at a restaurant. Why not do more of it? We think Resy should "Own the Details": the hyper-macro elements that make a restaurant special.
We’re talking about the wooden bookshelves at The Nomad. The clean graphic design on the walls at Seamore’s. The blue velvet banquettes at Sessanta. The globe light fixtures at Legacy Records. These are the details that bring a restaurant's vibe to life. We'll photograph them in a beautiful, macro way that grabs attention, convey's the vibe of a restaurant, and sets Resy apart from the sea of wide-angle shots of interiors and exteriors.
Cinemagraphs
We can make this style of imagery (macro details) even more dynamic by crafting cinemagraphs.
The Flowing Tap
Flickering Lights
Outdoor Patio Vibes
On the Table
RESY provides a crucial, yet simple offering:
getting you a table at cooL restaurants.
So let's show off the tables where Resy users will be sitting. When a restaurant is added to the Resy Hit List, we'll photograph a table setting at that particular restaurant in a clean way, with the menu prominently displayed.
Like "Own the Details" the idea is to convey vibe, unexpectedly and simply.
FOOD ON FILM
Capture the vibe of a Resy restaurant from the inside
Let's hand off a Resy disposable camera for the restaurant and it's staff and let them do with it what they will. The chef might snap a few photos. Same for the bartender or host...or busboy. The task for the restaurant is to show off what makes it special. Restaurants will be psyched with the publicity, and Resy followers will see a perspective they don't usually get to see. Resy/Boomshot will get the camera back, develop the film, and post the results on IG, IG Story, and FB, We can set the visuals against a bed of audio recorded at the restaurant to add to the vibe.
Alt* Concept
Extend this Concept to
"RESY REGULARS"
Loyal users of Resy and regulars at particular restaurants would provide an inside look at their favorite spots from a relatable point-of-view.
RESY should own the concept of anTI-food porn.
Let's be honest, too many food Instagram and Facebook accounts look the same. Let's stand out.
Instead of heavily showcasing beauty shots of food, let's:
Get Scrappy
We've all seen the beauty shots of a dish on a plate BEFORE it is eaten. They serve a purpose, but they are starting to blend together. So, let's show a plate after it's been devoured. The aftermath of a an amazing meal. It'll be relatable, fun and unexpected.
Clean Plate Club
We see these as dynamic hyperlapse videos as well. The dish rapidly being devoured and building back up into the full dish.
IT MIGHT NOT BE PRETTY...BUT IT IS DELICIOUS
Speaking of rapid eating we know well when that food craving hits not much can stop us. A series of animated gifs to reveal the comfort of digging into our favorite foods from not-to-miss restaurants.
Again, we LOVE the matchbooks/pens thematic you guys are building. We say keep going.
MATCHBOOK BRACKET
One idea to create more hype around matchbooks is for Resy to create a "Bracket" or voting system for RESY followers to vote and pick who they think has the coolest matchbook on the Resy Hit List.
RESY MATCHBOOK
Create buzz by turning elements of Jean Jullien created for Resy's offices into the wrapping for custom matchboxes and pens. And when a restaurant is added to the Resy Hit List, Resy can drop off a limited number to the restaurants for Resy users to grab. We can promote these as must-have collector's items.
Building off of the above, we think RESY should really lean into the illustrated aesthetic as a way to stand out in a crowded food social landscape.
"Clean Plate Club" Motion
Lets add Resy illustrations to our devoured dishes.
Or maybe they run across the table settings in "Tiny Little Super Guy" style.
We can even Hyperlapse the drawing creation process.
This is a new and different way to show off delicious food.
RESTAURANT POSTERS
Similar to above, when a restaurant is added to the Resy Hit List, let's have an illustrator create custom poster artwork for that restaurant. A unique piece of art that captures the restaurant's vibe, but in a visual format that's ownable to Resy. They can be unveiled on IG and FB and even printed out for limited giveaways to loyal RESY users.
Saves the Date
Some of the best "Dating Stories" often come close to failure.
Let's partner with an animator to tell short, scripted animated stories of situations where Resy "Saves the Date"
We all know the biggest personality in food is the chef.
Let's feature the makers.
PORTRAITS
We will take high-quality portraits of the chefs of restaurants that are added to the RESY Hit List.
We can accompany each post with a quote from the featured chef.
Getting macro shots of chefs's hands in action, showing off their best tools.
35mm Chefs
An extention of Food on Film, let's tell chef stories in a way that hasn't been done before, specifically from the chef's POV.
Give the chefs at Resy-featured restaurants a disposable camera to tell their own story. They can use the camera however they see fit: to capture the chaos of the kitchen, the sourcing of ingredients, even portraits of their regulars. Resy will get the camera back, develop the film, and post the results on IG, IG Story, and FB.
ON THE TABLE
This is an ambitious idea, but RESY could expand the Frank's Backyard Chef series to include a podcast conversation that we're calling 'On the Table'. All topics are 'on the table' as chefs, critics and influencers discuss the latest food trends and topics before a live audience of Resy regulars and VIPs. We can film these podcasts to provide a video element as well.
