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The Fork Case Study

Driving a whole new era of growth through a new name, logo and visual identity determined by market research and contextual consumer analysis.


Dimmi, Australia’s leading restaurant reservation platform, was acquired by TripAdvisor as a strategic inclusion in its restaurant division: LaFourchette (TheFork), already present in over 10 countries in Europe. BrandMatters was approached to answer the following questions:

  • What insights will inform which brand (Dimmi or TheFork) to take forward and how to do so successfully in the Australian market?
  • How do we understand the needs of our target market?
  • How do we gain insights on where we sit against our competitors?
  • What visual expression will differentiate the brand in the most meaningful way?
  • How do we position the brand so that its launch within the Australian market is both successful and takes it to the next level of growth?


Our response to Dimmi’s challenge involved a tailored approach that included specialised research, strategy and design:

  • Competitive and trends analysis
  • Quantitative research
  • Stakeholder research
  • Brand positioning
  • Tagline
  • Proposition development
  • Workshops
  • Brand audit
  • Visual expression & identity
  • Launch roll-out strategy
  • Website design
  • Sales & Marketing collateral design
  • Email marketing design
  • Stationary design


  • Delivered insights to evaluate naming choice
  • Delivered contextual consumer analysis to adapt TheFork’s brand strategy for the Australian market
  • Created a positioning that would allow TheFork to strategically grow through its rebrand
  • Created a visual identity that allowed TheFork to differentiate itself from its competitors
  • Designed a variety of marketing collateral including website, sales collateral, etc

BrandMatters services used:


Desk research
Market research - qualitative & quantitive
Brand insights & recommendations


Brand positioning & strategy
Brand story
tone of voice & key messaging
Brand naming


Graphic design
Digital design
Brand guidelines

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