Norms Restaurants
The Making of Norma
Norms Restaurants needed to rebrand and expand their reach while staying true to their roots. We embarked on a holistic repositioning approach and creative solution, focusing on the importance of linguistic and cultural relevance across all marketing materials. Norma plays a central role serving as the charismatic, bicultural, and bilingual representative of Norms.
REBRAND & POSITIONING
CAMPAIGN STRATEGY
SOCIAL MEDIA
COPYWRITING
CROSS-CULTURAL MARKETING
PRODUCTION
MERCHANDISE
EVENTS
Production
A New Anthem: Meet Norma
We introduced Norma through visual stories that evoke cultural authenticity and affirms the brand’s legacy. The spots are dedicated to the human moments within the dining experience, personifying the warmth and familiarity of Norms.
Bilingual & Bicultural: Presentando a Norma (Español)
The strategy, writing and a creative team included bilingual talent to ensure all content was culturally accurate and resonated with viewers. The right cast for Norma was critical in representing the Southern California target audience that identifies as Latin American, fluent in Spanglish and teetering between “ni de aquí, ni de allá.”
“It’s Both”
Engaging Gen Z with a legacy brand like Norms Restaurants involves understanding their preferences, values, and lifestyle. Gen Z appreciates authenticity, inclusivity, and experiences that align with their diverse interests.
“La Quinceañera” (Español)
We wanted to showcase the deep-rooted connection between families and Norms. This story focuses on the Hispanic tradition of a quinceañera and the emotive experience it brings. It was important to emphasizing the timeless quality of the restaurant in their lives.
“Las Comadres” (Español)
We embarked on a cultural journey to celebrate Hispanic womanhood, focusing on empowerment and support within the social circles of comadres. Our goal was to capture the essence of these connections at Norms, and bring the hospitality and warmth of Norma.
“The Send Off”
This spot brings a heartwarming encounter between a father and daughter before her departure, grappling with the fleeting nature of time as they say farewell. Norma’s thoughtful and empathetic approach to the family shows how she can elevate a dining experience into something special.
Social
Engaging A Bilingual Audience
To enhance brand visibility and engagement, we implementing a vibrant and animated social media strategy and content approach, catering to a diverse audience in both English and Spanish languages. The goal was to organically grow an online presence while leveraging paid media channels for maximum impact.
Merch
Blending Tradition & Modernity
The goal was to blend the nostalgia of retro and classic design with a modern twist, appealing not only to loyal patrons but also to the vibrant Gen Z audience. The merchandise design embraced a vintage color palette and reminiscent typography on all products from apparel to homeware.
