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CASE STUDY
CASUAL DINING

Cuento’s commitment to quality ingredients over mere ‘made-in-house’ prestige and their emphasis on unique, non-traditional Cuban sandwiches are subtly conveyed through their branding’s emphasis on simplicity and quality, aligning with their core values. The strategic use of images and references to cultural elements such as books from notable authors and the game of dominoes serves to create a welcoming space that celebrates Cuban culture and community, inviting patrons to engage with the brand’s story and the stories within.

This cohesive brand strategy effectively communicates distinct approach to Cuban cuisine, setting them apart in a competitive market while inviting customers to become part of a narrative that extends far beyond just food. Understanding that their target audience is bilingual and diverse, including professionals, families, and tourists in the Doral area, the brand ensures the environment is inclusive, with storytelling elements that transcend language barriers. The branding extends to catering packaging, underlining the focus on quality and attention to detail that sets Cuento apart from competitors like La Sandwicherie, Sanguich, and Tintas y Café.

CHALLENGE:

  • Introducing a new brand in a crowded Cuban dining market.
  • Translating a storytelling concept into a compelling visual and experiential brand.
  • Building a customer base and social presence from scratch.
  • Designing a scalable digital infrastructure with ordering and SEO integration.

OUR SOLUTION:

  • Created a bold, cohesive brand identity with a logo inspired by sandwich bread and Cuban culture, using Bebas Neue typography and a minimal palette.
  • Developed a content-rich social media strategy built on cultural storytelling, food education, and community engagement.
  • Produced professional photo and video content, including a brand film and styled food shoots to reflect cultural roots.
  • Designed a user-friendly website integrated with a CMS and POS for online ordering, with built-in SEO and blogging tools.
  • Extended branding into physical spaces with custom storefront vinyls inspired by dominoes and literary motifs.
  • Executed influencer and local partnership outreach to drive launch awareness.

WEBSITE DEVELOPMENT

We began with a comprehensive content audit, identifying outdated, unclear, or missing information. We developed user personas—ranging from grant researchers and prospective artists-in-residence to local art enthusiasts—to reimagine the user journey. The exhibition and residency sections were reorganized for clarity and discoverability, and SEO was improved by incorporating keyword-rich blog content from past residency participants. The result: a more accessible, informative, and mission-aligned digital presence that reflects the organization’s community-driven impact.

BRAND DEVELOPMENT

The branding strategy for Cuento Sandwiches artfully encapsulates the essence of their core concept – storytelling within a culinary context. The logo, inspired by the shape of sandwich bread, is a visual pun that aligns with the shop’s narrative theme. It utilizes straight, clean lines, reflective of the straightforward and honest approach the brand embodies.

ICONOGRAPHY

At the heart of Cuento visual identity lies a thoughtful collection of icons that weave together a rich narrative of Latin culture, memory, and community. The open book serves as a central symbol—anchoring the brand’s name (“cuento” meaning “story”) and underscoring its storytelling-driven approach to food. Surrounding this are culturally resonant elements like guitars and maracas, evoking the rhythms and warmth of Latin music traditions. The fedora hat adds a touch of classic flair, suggesting old-school charm and the personality of iconic storytellers or musicians. The windmill, a literary nod to Don Quixote, deepens the brand’s connection to Spanish heritage and timeless tales, while the cowboy on horseback represents folkloric figures like gauchos or llaneros—guardians of tradition and rural pride. Meanwhile, domino tiles bring in the sense of communal nostalgia, recalling gatherings with friends and family over food and conversation.

LOGO

Clear Space
Color variants

COLOR PALETTE

The color palette is intentional, with black and white dominating to evoke the simplicity and classic elegance of dominoes, a subtle nod to Cuban culture and a game often enjoyed in social gatherings. The choice to avoid the green and gold used by competitors is strategic, positioning Cuento Sandwiches as accessible and unpretentious, yet memorable. The red and blue accents not only pay homage to Cuban heritage but also provide a vibrant contrast to the black and white, allowing for a flexible yet unified visual identity across various applications from the main store sign to the website, and even the interior decor of the restaurant.

TYPOGRAPHY

The logo font, Bebas Neue, was chosen for its clean lines that mirror the straight edges of sandwich bread, providing a cohesive and recognizable brand image. This is contrasted with the font for the word “sandwiches” which is yet to be decided, aiming for something more squat and angular to complement the main logo’s simplicity and to stand out in its own right.

PHOTO AND VIDEO PRODUCTION

Our photo and video production for Cuento Sandwiches played a crucial role in bringing the brand’s storytelling concept to life, both visually and narratively. The goal was to capture the essence of the brand and highlight the inspiration behind each sandwich, blending culinary artistry with cultural storytelling. To achieve this, we conducted a professional food photography session, producing high-quality, styled images that showcased Cuento’s signature sandwiches, sides, and beverages. These images were carefully curated to align with the brand’s Cuban cultural influences, utilizing warm tones and rustic presentation to enhance visual appeal. The photography was then integrated into Cuento’s website and marketing materials, strengthening its brand identity and online presence.

VIDEOGRAPHY

In addition to photography, we produced a comprehensive brand video that told the story behind Cuento Sandwiches, highlighting its inspiration, mission, and the craftsmanship behind each menu item. The video featured an interview with the founder, offering insight into their passion for Cuban culture and culinary storytelling. It also incorporated behind-the-scenes footage from the kitchen, capturing the preparation process and final presentation of each sandwich to create an immersive brand experience. This content became the foundation for Cuento’s social media strategy, playing a key role in the launch of their Instagram, Facebook, and website presence.

STOREFRONT VISUAL IDENTITY

As part of our comprehensive branding strategy for Cuento Sandwiches, we extended the brand’s visual identity beyond digital and print materials to include storefront branding. To create a cohesive and recognizable presence, we utilized the branding elements developed during the design phase, including the logo, typography, and cultural motifs, to craft a unique pattern that was printed on vinyl and placed on the storefront. This custom-designed vinyl served multiple purposes. It reinforced the storytelling concept central to Cuento’s identity while adding a modern and inviting aesthetic to the restaurant’s exterior.

The design incorporated subtle nods to Cuban culture, with patterns inspired by domino tiles and literary themes, aligning with the brand’s emphasis on storytelling and tradition. The color palette and typography were carefully selected to ensure high visibility and brand consistency, creating an eye-catching facade that stood out in a competitive dining district.

WEBSITE DEVELOPMENT

The website for Cuento Sandwiches was developed on Squarespace, following the client’s request for a platform that balanced design flexibility with ease of use. The goal was to bring the spirit of their food and story to life in a sleek, approachable digital space. Visual storytelling was central to the build—pairing bold food photography with playful type and clear calls to action. The site showcases signature sandwiches, seasonal specials, and brand storytelling through a clean and modern layout. A dedicated catering page was also created to support the growing demand for private events and group orders, featuring curated menu options and a contact form for custom quotes.

Whether accessed via desktop or mobile, the user experience is seamless and inviting, echoing the in-person warmth of the Cuento Sandwiches brand. The design allows for immersive browsing without sacrificing speed or functionality, ensuring customers can quickly find what they’re craving.

POINT OF SALES INTEGRATION

To streamline operations and enhance user experience, we integrated Cuento Sandwiches’ point-of-sale (POS) system directly into the website, allowing for real-time updates to menus and pricing. This integration ensures consistency across in-store and online ordering experiences. Customers can browse the most current menu offerings, while the Cuento team can easily make updates on the back end without needing to touch code.

Menu sections were structured for flexibility—featuring rotating items, detailed descriptions, and imagery that adapts seasonally. In addition, the catering page was built to function as a lead generator, with a contact form that lets clients request custom event quotes or reach out for larger group orders. This setup not only supports day-to-day operations but also opens new revenue channels with minimal friction.

SOCIAL MEDIA/CONTENT STRATEGY

For Cuento Sandwiches, we devised a social media strategy that rests on several content pillars designed to communicate the brand’s unique value proposition and engage with their target audience effectively.

CULINARY STORYTELLING

This pillar aimed at emphasizing the stories behind each sandwich, linking them to literary works or cultural tales, including customer experiences that resonated with the brand’s narrative. Using hashtags like #CuentoTales, #SandwichStories, and #CulinaryCultureSunday, we scheduled these posts 2-3 times per week.

CULTURE AND HERITAGE

We spotlighted elements of Cuban culture and heritage that influence the menu and the restaurant’s ambiance. We shared posts related to Cuban traditions, festivals, historical anecdotes, and themed events with hashtags like #CubanRoots and #CuentoCulture, aiming for 1-2 posts per week.

COMMUNITY ENGAGEMENT

We featured authentic customer reviews and testimonials, engaged followers with interactive content, and highlighted community events, collaborations, and the restaurant’s role as a community hub, using hashtags such as #CuentoCommunity and #StorytellingSaturday, posting 3-4 times per week.

FOOD EDUCATION AND TIPS

Content under this pillar provided valuable tips on enjoying or pairing menu items and educational insights about unique ingredients or cooking techniques. This was complemented with blog content on food history or tutorials on sandwich-making, posted once a week.

CONTENT STRATEGY

Inside Cuento: We introduced staff members and shared their stories, updates about restaurant developments, new menu items, special offers, and highlighted the unique design and décor of the restaurant, with 1-2 posts per month.

Content Distribution: We maintained a regular posting schedule with a mix of formats, including images, videos, stories, and live sessions, with themed days to build consistency and anticipation.

Engagement Tactics: We encourage user-generated content, interacted regularly with followers, and collaborated with local influencers, food bloggers, and cultural figures to expand reach.

Promotional Campaigns: We suggest occasional promotions and giveaways, particularly tied to cultural events or literary anniversaries, and used teasers for new menu items or some special events.

RESULTS & KEY TAKEAWAYS

  • Fully launched brand identity across digital, physical, and social touchpoints.
  • Consistent storytelling across platforms increased follower engagement and brand recall.
  • Streamlined online ordering via POS integration improved customer experience.
  • High-quality media assets reinforced brand perception and helped establish a premium-yet-welcoming image.
  • Cultural content pillars attracted diverse audiences beyond the Cuban-American niche.
  • Narrative-driven branding creates emotional connections with customers.
  • High-quality media content drives launch success and long-term brand strength.
  • Cultural specificity paired with accessible storytelling appeals to a broad audience.
  • Consistent branding across digital, print, and physical spaces builds trust and recognition.
  • SEO and CMS integration future-proof digital operations for scalability.

WHAT TO EXPECT WHEN WORKING WITH US

At Literally an Agency, we make branding and digital marketing seamless and impactful. We craft a custom plan aligned with your objectives, which may include:

Brand Identity
Website & Ux Design
Social Media & Content Strategy
Email Marketing Automation

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