JAW Design was commissioned to develop a dynamic concept for the renowned News Cafe, a vibrant restaurant and bar chain celebrated for its eclectic menu, signature cocktails, and lively atmosphere. As a social hotspot, News Cafe needed a fresh, engaging strategy to amplify its brand presence in Johannesburg. Our goal was to increase brand awareness across the city, attracting both regular patrons and new customers. We aimed to create a compelling campaign that highlighted News Cafe’s unique offerings and enhanced its appeal, ultimately driving more foot traffic to their locations.
We developed a campaign concept around the phrase “Be You,” a powerful call to action encouraging self-celebration. This message invited customers to come as they are to News Cafe. The concept was cleverly utilized across various platforms and mediums, including billboards, website banners, digital marketing, in-restaurant promotional items like napkin sleeves, waiter buttons, flyers, and table talkers. This cohesive approach ensured the message was consistently reinforced, creating a strong, unified brand presence that resonated with the target audience.
What we delivered:
We believe meaningful work starts with listening.
Not to reply, but to understand what really matters.
We believe creativity has a responsibility:
to clarify, to connect, to move something forward.
We believe intention is louder than noise
and that the right idea doesn’t shout, it lands.
We believe people want honesty they can trust
and thinking they can feel.
We believe care is a strategy
and clarity is a kindness.
We believe work should make life easier, not heavier.
Simpler, not smaller. Braver, not busier.
We believe great partnership is built on shared purpose
and the courage to chase something better than expected.
This is the belief system that shapes the work
of anyone who chooses to create with meaning.
We believe meaningful work starts with listening.
Not to reply, but to understand what really matters.
We believe creativity has a responsibility:
to clarify, to connect, to move something forward.
We believe intention is louder than noise
and that the right idea doesn’t shout, it lands.
We believe people want honesty they can trust
and thinking they can feel.
We believe care is a strategy
and clarity is a kindness.
We believe work should make life easier, not heavier.
Simpler, not smaller. Braver, not busier.
We believe great partnership is built on shared purpose
and the courage to chase something better than expected.
This is the belief system that shapes the work
of anyone who chooses to create with meaning.
