Launching New Brands FIG Restaurant Santa Monica
Introducing a new brand and restaurant located within a hotel requires a huge level of industry expertise in addition to a well-crafted brand-building campaign. Parasol seized the opportunity, working with the restaurant team to craft a brand identity that wove together the location's heritage, culturally–relevant themes of sustainability, and the culinary philosophy of the then-unknown chef, Ray Garcia. The result was "FIG" – a seasonal bistro whose name was chosen by the Parasol team after the Santa Monica landmark Moreton Bay Fig tree at the restaurant's entrance.
In an effort to further communicate the FIG experience as a seasonal Californal bistro, Parasol introduced FIG at FIVE — a non-conventional 'happy hour' and DATES at FIG for upcoming events. Outreach to the regional food community quickly generated coverage in outlets such asThe LA Times, LA Confidential, Angeleno, Grub Street, Eater LA, andLA Magazine. Parasol leveraged this regional momentum into national exposure by showcasing FIG's successes to outlets including ABC News, Bon Appétit, andThe New York Times.
Today, FIG is ranked as one of the area's top restaurants, and Chef Ray is now widely recognized as a rising star in the culinary world, participating in prestigious events such as Food & Wine's Taste of Beverly Hills and Pebble Beach Food & Wine Festival.