The Clandestino by Salpoente Project was born out of a need created by the Covid-19 pandemic. Faced with the successive lockdowns and the need to close restaurant doors, places like Salpoente were forced to find alternatives to face adversity and find answers to keep the "doors open" to the public. Based on a concept of haute cuisine and fusion with the flavours of traditional cuisine, praising the best of the Aveiro region, Salpoente changed its train of thought and modus operandi, only to find itself amid the definition and implementation of a new strategy, a new way of being and a new way of communicating.
This is how a new delivery and take-away service was born, on behalf of Salpoente, to bring the most trendy food to its customers, adapted to the new remote service.
If customers could not come to Salpoente, then Salpoente had to get to its customers.
Within this new approach, Chef Duarte Eira and his Team proactively sought to study new dishes and confections, with all types of starters, snacks, main courses and desserts, capable of allowing an efficient and compliant delivery, without losing sight of Salpoente’s soul and charisma, a venue that is known for gastronomic events and is a frequent meeting point for friends, regular customers, groups and tourists.
This new alternative service was then implemented during the pandemic and lockdown, receiving the name of Executive Express at the time, and for which Brandtellers developed an online store in record time, to respond to the urgent needs of the situation, and an advertising spot that challenged the new concept by presenting the “unthinkable” for the Salpoente concept: Francesinha à Salpoente!
New risks, challenges, processes and adaptation on multiple fronts, from the kitchen to logistics, to the communication that required the transition from the concept to a new positioning, segmentation and targeting of the service, allowed Salpoente to maintain its performance during times of crisis.
The public's success and receptivity to this new concept were so positive that they ended up bringing an opportunity for a new business, which, without the pandemic event and the need to reinvent itself, would never have emerged.
This is how, after the concept testing stage, Salpoente decided that not only would it keep the concept alive, but it would give it its own life and character, thus creating the new Restaurante Clandestino by Salpoente, in the heart of the city of Aveiro.
Named with a touch of humour during the pandemic, in what they consider to have been “clandestine” food, that is, outside the original concept of Salpoente.
For the new Restaurant, which would serve on-site but also takeout, maintaining the take-away and delivery service, it would be necessary to define the entire concept and line for the new image, tone and mood of the communication, identity, and website and online store.
With the history that gives life to this new concept and the new targeting, the logo sought to be of easy memorisation, like a stamp, a cult icon, with modern and minimalist lines, but capable of bearing the seal of the intended symbolism. : Salpoente's signature “clandestine” food.
Thus, the approach made use of a fox, renown as an astute animal was the idealised concept for the logo, complemented in turn with strong lettering with some reminiscence of the Wild West, managing to translate the clandestinity touch, while maintaining the elegance and the up-to-date in the concept, in an easily memorable version.
From here derived the corporate identity and application in multiple forms, unfolding for all communication, from packaging to business cards, to menus, and decoration for the window display and outdoor space.
To support the new business, it was important to develop a website and online store that could give the new restaurant its own life, despite its primordial connection to Salpoente, given that its cuisine was inspired by the cuisine of Chef Duarte Eira and his team. As this is a differentiating concept, which bridges the gap between the concept of elegant food and trendy urban food, we sought to build a customised image, totally in line with the current language, and at the same time within an urban concept, where sustainability, elegance and elegance coexist.
Neapolitan pizzas were also added to the restaurant's concept, with the presence of a pizzaiolo (an Italian pizza maker) to build the team, in what is considered the true original pizza.
The website allows you to consult the Clandestino menu for consumption at the restaurant, but also to make online purchases, as support to the delivery and takeaway service.
A presence in the digital world would not be complete, of course, without social media. A new communication was therefore initiated on the Facebook and Instagram networks, where the new concept, products and services accompany the life of Clandestino and its followers, communicating its meals, values and mood in an irreverent and good-humoured way: Clandestino is your “Clandspot” in Aveiro!
In support of the new strategy and communication, various press activities were created, to promote the dissemination of Clandestino’s story, as well as the new concept, achieving coverage through media, such as Evasões, Boa Cama Boa Mesa, Fugas and SIC.
