From restaurant star to beloved culinary brand
Work: Innovation
Category: Gastronomy; Hospitality
Services provided: Macro-trend & category studies; innovation platforms; brand strategy; architecture; company name
Award-winning chef, Eric Ripert, was looking to grow from restaurant star to TV personality and hospitality brand. Success depended on establishing independence from his Michelin-starred restaurant (Le Bernardin) while building on the reputation he had forged there. This was achieved in 3 steps. The result is a beloved foodie brand that creates unforgettable shared experiences infused with Ripert’s unique philosophy.
How we did it
…
First, we defined the business opportunity. Using macro trend and category research, we mapped out the offerings that would live under this new brand.
Second, we positioned the brand around Ripert’s philosophy of discovery and communing. The brand would cater to those hungry for authentic cultural experiences and deep relationships with food. It would convene people over inspiring meals, and provide a welcome counter-point to other celebrity chef brands, which typically focused on culinary high art or kitchen shortcuts for the mainstream.
Third, we created the name “Avec Eric” (i.e. “With Eric”) to act as a personal invitation to the brand.
The French word “Avec” nods to Ripert’s own French heritage and roots at Le Bernardin.
“Eric” puts us all on a first name basis, setting a casual, inclusive tone.
Doing things “with Eric” creates a natural “hook” for extensions, e.g., “Cook Avec Eric”, “Travel Avec Eric”, etc.
