‘Daphne’s Greek Cafe’ Becomes ‘Daphne’s California Greek’
In a move to intentionally ruffle its own feathers, Daphne’s Greek Cafe has begun a brand revitalization program to change everything about themselves. Starting with the logo, branding and name, the 60-unit chain will now be known as Daphne’s California Greek, with their quoted inspiration for the change being, “We’re taking Mediterranean and Greek-inspired cuisine and giving it a good swift kick in the Falafels with a whole lot of California style.” The brand’s changes permeate through their name, logo, menu, drink cups, take out bags, store decore and attitude.
The brand is touting “better, healthier, fresher, more eco-friendly and more fun.” According to a report out of NRN, the chain was acquired out of bankruptcy in August of 2010 by Wreath Equity LLC. All their units are scheduled for a revamp by first quarter of 2011. Notable additions to the menu include wheat pita bread, California Greek Salad and Grilled Chilean Salmon.
Seen above is Daphne’s old logo and branding, gone are the Greek aesthetics of yesteryear and in is the almost completely sans-serif font choice of their new direction. For those in Southern California, a Daphne’s location in Aliso Viejo, CA was one of the first locations to receive a more comprehensive renovation following the cleaner, sheik “California” aesthetic. Many more locations to follow, with a more comprehensive look at the changes and look systemwide are available on the restaurant’s new website.
