Strategy  Brand, Business, Internationalisation
Activation  Business Matching, Experience

Tastes like Paradise

How Paradise Group united its group of oriental restaurants under one roof

Paradise boasted an impressive portfolio of established restaurants, but customers saw each of them as separate entities with little to do with one another.

Tell us a little about how your team started working with Paradise.

Absolutely! But to do this, we first need to go back to the beginning, when Eldwin Chua opened Seafood Paradise, a 25-seater coffee shop in an inconspicuous industrial area. There were no frills, just really good seafood at really good prices. Back then, there weren’t any TikTok influencers, but through word of mouth, local foodies started to come in droves. Eldwin then decided to open more restaurants to introduce new culinary concepts. 

So, why did such a successful restaurant group need help?

You see, while Paradise boasted an impressive portfolio of established restaurants, each with a dedicated following, there was a disconnect—customers didn’t necessarily associate these restaurants with Paradise Group as a whole. For example, they knew that Taste Paradise was a great restaurant, but they didn’t know it was related to Seafood Paradise. “Anyone could be using the Paradise name. It’s just another word.”

So, people knew Paradise, but they didn’t know that it was a big family of restaurants?

Precisely. Diners knew “Paradise” meant a great meal, but they didn’t connect it to the broader culinary experience Paradise Group offered. Plus, from a legal standpoint, “Paradise” alone wasn’t the strongest trademark. We needed to build a brand identity that not only unified these restaurants but also established a visual language of trust and quality.

We built a brand identity that unified these restaurants and established a visual language of trust and quality—using a powerful brand emblem.

Enter Louken! How did you approach this challenge?

First, a deep dive. We did extensive interviews with Paradise’s leaders and conducted consumer research. That’s when we saw the need for a powerful brand emblem. This emblem would act as a beacon, or you could say, a stamp of authority, instantly showing that the restaurant belongs to the Paradise Group, and delivers the same promise of an exceptional dining experience.

So, you created a central brand identity while maintaining the individuality of each sub-brand?

Exactly! We built a brand portfolio management system—simply put, a framework that unites all the sub-brands under the Paradise umbrella. So when it comes to marketing efforts, when we’re promoting Paradise as a whole, each sub-brand benefits, and vice versa. Think of it as a symphony—each instrument has its own beautiful melody, but together they create a captivating harmony.

And with this strong foundation, Paradise was ready to expand, right?

Simply put, yes. The brand system set the stage for international growth. After another round of market research, our team identified Indonesia as the perfect first step. Through our network, we connected Paradise with the established Boga Group, which helped to pave a smooth entry into the Indonesian market.

And it all paid off! Today, Paradise boasts a diverse portfolio under one emblem, with a global presence.

We’re thrilled with the results. Paradise Group is a testament to the power of strategic brand management. It’s about creating a unified story that connects with customers, empowers sub-brands, and paves the way for international success.

If you’re ready to make waves, let’s talk.