The primary challenge was launching a new F&B brand in a competitive city and creating an immediate, must-visit buzz from day one. Creatively, we needed to translate the philosophical concept of 'Karma' into a tangible, sophisticated, and exciting brand experience that guests could feel.
We designed a chic, mystical brand identity that flowed through every detail, from the elegantly designed menus to the custom staff uniforms for every role. This was amplified by a multi-channel advertising campaign and our dynamic opening promo, which generated significant local interest and social media hype before the doors even opened.
Karma launched not just as a new lounge, but as the most talked-about and aspirational destination in town.
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(2016-25©)
