Agency: Think Traffic
Client: Bao Nine
Category: Branding, Social Media
Opening a restaurant in Philadelphia, which boasts so many acclaimed eateries, is a difficult undertaking, but doing so with a brand new concept during a global pandemic almost defies logic.
But Think-Traffic, went all in. In June Think-Traffic spectacularly introduced Bao Nine, a fast-casual restaurant conceived together with B5 Brands, developers of Sweet Charlie’s rolled ice cream shops. Located in distinguished Rittenhouse Square, Bao Nine introduced an Americanized version of bao, a round, soft steamed bun that can be filled with a variety of proteins. Additionally, at the encouragement of Think-Traffic, Bao Nine created 2 ghost kitchen brands (Holy Cluck and Good Burger) run out of the same kitchen to feed third party delivery providers during the pandemic.
The Bao Nine ownership saw the bao as resembling a “cloud” and that inspired the name, logo and branding. The agency was also responsible for every aspect of the customer facing brand, including consult on operations and interior design. There was also a targeted social and PR campaign to inform and motivate area influencers and food media.
Today, where more than 10,000 restaurants have closed, Bao Nine has beat the odds and continues to flourish.