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


We engaged Brand Matters to lead our brand strategy around rebranding from Dimmi to our parent company TheFork which operates in Europe, both were part of the TripAdvisor family. This included strategic research to understand if TheFork would resonate locally and any localisation needed to stand-out and appeal to an Australian audience. Dimmi was already an established brand, leading the competitor set in terms of awareness and consideration so there was a real risk in rebranding. So we needed to deeply understand the local market conditions in terms of customers, culture, and competitor set. This research and analysis defined TheFork’s positioning, which then revealed and presented the essence of TheFork – who we are, what we do, why we exist and what makes us different. BrandMatters then translated our positioning and brand story into a stunning new visual identity that really brought the new brand to life, making it unique amongst our competitors. I would highly recommend BrandMatters – we worked with them for over a year on this project and they have become a true partner of ours.

- Head of Marketing, TheFork (part of the TripAdvisor Group)