As one of the first steps toward a brand refresh in 2020, fast casual Mediterranean concept Luna Grill has named Gestalt Brand Lab as its Agency of Record. Announced by the company’s newly appointed Chief Brand Officer (CBO) Rich Pinnella, Gestalt will be integral to the restaurant’s evolution in the coming years. “Today, Luna Grill is a great food choice; I want to also give the brand a voice and evolve into a great food and brand choice,” said Pinnella.
As CBO, Pinnella will work with Gestalt Brand Lab to help grow, refine and scale the Luna Grill brand. “We have an amazing story that people have yet to hear and a clear brand purpose centered around ‘inspiring good food choices.’ Our Mediterranean roots coupled with our purpose will set us apart, and now we have a great partner to help tell that story,” Pinnella says.
Gestalt Brand Lab’s stated mission is to develop brand ideas that are part of a bigger idea and purpose, a part of culture. They develop all brand strategy and purpose, then direct and design every consumer touchpoint and brand experience, including all communications, activations, sales touch points and environments so the entire brand narrative flows seamlessly and holistically together. Every brand project that Gestalt takes on begins with this higher-level thinking to ensure the brand is measurably successful and sustainable over time, according to co-founders Chad Farmer and Brian Munce.
“Gestalt’s methodology of bringing together emotional brand strategy, story and aesthetic to build brands with a deeper connection fits perfectly with our long-term goals for Luna Grill,” adds Pinnella. Gestalt Brand Lab brings a diverse group of brand development experts together, united by their passion for creating clearly defined brands that move people and product, and a belief that true branding extends far beyond marketing communications, media and data.
Luna Grill plans to unveil some of the first work from Gestalt Brand Lab in January with the rollout of new menu items.
“Luna Grill is the epitome of what you look for in a brand partner. The food is delicious. They have this unique and intriguing brand story that has yet to be told. And if that wasn’t enough, the people of Luna are all really good humans; genuine, authentic, and bright,” says Brian Munce, Gestalt Brand Lab Managing Director and Co-Founder.
A pioneer in the fast-casual segment, Luna Grill offers fresh Mediterranean food such as signature kabob plates, gourmet salads, appetizers including organic hummus and falafel, wraps, desserts, craft beer and wine in a contemporary setting. The concept has now grown to 50 locations in Southern California and the Dallas Fort Worth area.