Knafeh is a boutique, outdoor bakery/food truckc oncept that came about in 2014. It is run from ac onverted shipping container and decorated with vibrant, customised street art.The Knafeh Bakery sells one dish, Knafeh. This is paired with a side of dancing, entertainment and a festival like atmosphere for the whole family.
The Atticism met with the founder of Knafeh to discuss his goals. He wanted to create a brand that represented something fun, but that also had a strong connection to the history of Knafeh and the land from which it came.The main challenge was due to the fact that the shipping container would be regularly moved around Sydney to different locations, and therefore, each week or two we would need to work out away to engage with and draw in a crowd from a completely different location - not an easy feat.We were concerned that the constant location changes would become ‘old news’ and knew we needed consumers to engage with the brand directly, meaning that they followed the movements via social media, rather than relying solely on coverage for each new location.
The Atticism created the incredible story of Knafeh, basing this on a lesser known tale from the Bible to add depth and a tie to Jerusalem. This story was then painted directly onto the shipping container for Knafeh and is part of their brand story still to this day.The Atticism worked to refine the offering with Knafeh and to ensure the brand offering was one media would connect with. We created a sense of mystery in our content and ensured that media and consumers understood that the venue would be moved to locations around Sydney and might often need to be ‘searched for.’We launched the concept to media and within just one month, Knafeh dominated all media publications in Sydney and had more than 5,000 followers on social media. We continued to pitch the venue to media when we had something newsworthy.We also worked with several of the teams involved in an incredible road trip in which Knafeh and several other brands (inc. YoungHenrys and Sol Invictus) travelled from Sydney to Melbourne -popping up along the way to serve those in more rural areas.
Other Projects
Knafeh is a boutique, outdoor bakery/food truckc oncept that came about in 2014. It is run from ac onverted shipping container and decorated with vibrant, customised street art.The Knafeh Bakery sells one dish, Knafeh. This is paired with a side of dancing, entertainment and a festival like atmosphere for the whole family.
The Atticism met with the founder of Knafeh to discuss his goals. He wanted to create a brand that represented something fun, but that also had a strong connection to the history of Knafeh and the land from which it came.The main challenge was due to the fact that the shipping container would be regularly moved around Sydney to different locations, and therefore, each week or two we would need to work out away to engage with and draw in a crowd from a completely different location - not an easy feat.We were concerned that the constant location changes would become ‘old news’ and knew we needed consumers to engage with the brand directly, meaning that they followed the movements via social media, rather than relying solely on coverage for each new location.
The Atticism created the incredible story of Knafeh, basing this on a lesser known tale from the Bible to add depth and a tie to Jerusalem. This story was then painted directly onto the shipping container for Knafeh and is part of their brand story still to this day.The Atticism worked to refine the offering with Knafeh and to ensure the brand offering was one media would connect with. We created a sense of mystery in our content and ensured that media and consumers understood that the venue would be moved to locations around Sydney and might often need to be ‘searched for.’We launched the concept to media and within just one month, Knafeh dominated all media publications in Sydney and had more than 5,000 followers on social media. We continued to pitch the venue to media when we had something newsworthy.We also worked with several of the teams involved in an incredible road trip in which Knafeh and several other brands (inc. YoungHenrys and Sol Invictus) travelled from Sydney to Melbourne -popping up along the way to serve those in more rural areas.
Ready to try something new?
AU
UK
Follow Us
