Structure Defines Category for Restaurant Operations Platform Tenzo

Structure has defined a new category –Restaurant PerformanceOps– and rebranded restaurant platform, Tenzo with a fluid-flowing inspired logo and a team of helpful ‘sprites’ as part of a new brand system. The new brand work, which launches today, sees an important customer-focussed positioning shift for the business, from ‘what’ the business does to ‘how’ it helps its customers to thrive.

London-based Tenzo is a powerful analytics and sales forecasting platform for restaurants, bars, and cafes. It integrates within the POS, staff resourcing and inventory systems, allowing users to view all their data in one place. Following a successful growth period, Tenzo wants to align its brand and drive appeal to new audiences.

Bringing the brand to life

The new work is very customer-focused, keeping in mind the challenges restaurant business owners have faced recently, the brand sentiment is moving from surviving to thriving. The creative expression is about taking the brand to the next level in its business lifecycle by providing a brand framework to aid decision-making. 

To add an extra dimension to the transformation, Structure created a playful visual language with a set of brand ambassadors; the Tenzo Sprites. These little characters are designed from plumped up letters, which when all seen together spell out Tenzo. 

The Sprites comprise component parts that can make up new characters to support any communication messaging needed. Importantly, while fun, they are functional because they are a visual device to communicate Tenzo’s business activities. In their cut-out form, the Sprites become a design mechanic to reveal photography.

The logo is a clean representation of the brand, with a fluid ‘T’ shape that easily translates as a symbol across different digital applications. This new category was brought to life with a vibrant colour palette (orange lead colour) that stands out in a sea of generic blues across the industry.

The new work includes a website (design and development), where the Sprites really come to life in a joyful way. They are dotted throughout as little moments of discovery with motivational messages for customers. The new website is a customer-centric hub for the brand and includes downloadable content for restaurateurs with helpful actionable business insights. Additionally, case studies as business proof points with real life stories discussing how Tenzo problem-solved customer challenges.

Speaking about the work, Elizabeth Norton, senior marketing manager, Tenzo said “We went to Design by Structure with very little internal knowledge of how to successfully create a new category and rebrand. It was immediately clear that they brought a high level of expertise, and they guided us through the project from the very early stages to delivering the final product. They truly understood what Tenzo stands for and brought it to life in the new brand. We couldn’t be happier with the final result. “

And from Design by Structure, John Galpin, co-founder said “Tenzo’s vision for a more sustainable and successful restaurant industry is something that most people can get behind, so it was an absolute pleasure to work with the team at Tenzo to create a new category of product – Restaurant PerformanceOps – which enables restaurateurs stay in control of every aspect of their business. Everything now lines up, from the category to the brand to the go-to-market strategy. The goal is to make Tenzo a must have solution in every restaurant that wants to shift from surviving to thriving”.