ServicesBrand Strategy, Rebranding
SectorHospitality
Ogalo is an Australian franchise founded in Sydney in 1988, built around a family recipe for Portuguese-style marinated chicken. Over time, what began as a small local business driven by family pride grew to become a well-known chain within the city.
Its offering has always been characterised by the authenticity of the recipe and a product that offers much more than its image suggests. Ogalo promises fast but elaborate food that is accessible and stands out from conventional fast food. They firmly believe in the idea that fast food can be offered without compromising on quality or craftmanship.
Ogalo lacked a positioning that set it apart, a brand system capable of conveying the true value of its product and its business. In a market and city like Sydney, where fast casual dining was becoming established with fresh offerings, Ogalo appeared as a neglected brand, lacking the appeal and consistency necessary to connect with and attract the attention of its audience.
The key: tradition and family heritage at the heart of its strategy.
This is, in short, the “why” of the brand, its raison d'être: to show that fast chicken can have flavour, character and soul.
The heart of Ogalo and that soul we talk about lies in that Portuguese marinated chicken recipe, developed and perfected over many years, the basis of its success as a business and the starting point for building its brand identity, as it is its true differentiating factor. Especially in a market where speed is often linked to a lack of care, Ogalo makes a difference by placing its heritage and legacy as the pillars of a distinct value and brand proposition.
The brand strategy is therefore based on recovering that tradition and those origins in order to project them into the future. The aim is to leave that negative perception behind and present the world with a new brand personality: approachable, nostalgic, down-to-earth and perceived as accessible. A brand that rescues the best of its past to compete in the present with a clear narrative, this time coherent and connecting with the audience we want to target.
Ogalo presents itself as an accessible and approachable brand, without falling into the codes of low-cost food. The identity reflects that middle ground: popular, friendly and approachable, but with consistency and its own style.
We see all of this reflected first and foremost in the logo, which has a human character, as if it were a personal signature, and in the typography, which plays a vital role in constructing the brand's voice. It consists of a main font with a retro feel, complemented by a secondary, more geometric font that provides greater neutrality, legibility and modernity, balancing the past and the present.
The colour palette hardly varies, as it is the only thing that makes them recognisable, so only the tones have been changed to something more vibrant and warm.
In strategic terms, all this provides greater differentiation in the market from direct competitors thanks to a unique and consistent personality. In turn, it gives Ogalo a more attractive and competitive positioning, as it places it within the fast casual food category, a segment with a higher perceived value than cheap fast food. And finally, and most importantly, we can now create that emotional connection with the consumer, as we now have something to tell, that narrative and story based on family history and the reason why Ogalo was created, making it a more accessible and relevant brand than before.
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