Menagerie | Case Study - Noir Agency

An online experience to live up to the destination

The Brief

Menagerie, a contemporary American restaurant & bar concept set in the heart of Manchester city centre, offers a sumptuous, experiential dining experience. The destination restaurant recently celebrated its first birthday and has grown in population substantially during this period.

In line with the brand’s progression and growth within the business, Menagerie believed it was time to update their website as well as refresh their email marketing communications and social media content. The Menagerie team presented us with a clear brief, to craft a site with a more engaging and interactive online customer journey as well as one that truly reflected the unique experience of the place. Leading on from the launch of the new site, we were also tasked with streamlining the social media strategy and supporting on content as well as creating email campaigns.

The Process

Decadence from day to night

Visitors to Menagerie will be familiar with decadent dining, lavish cocktails and stunning performances - we needed to ensure the site we designed and built would offer the same feeling as being in the dazzling restaurant and bar. We needed to create a stimulating site which would evoke the senses, sights, sounds and flavours of Menagerie. Once the functionality of the site was agreed, we entered into a collaborative creative phase with key members of the Menagerie team as their input was key for bringing the site to life.

Alongside this, and building on the success of the current social content and communications we created a social media strategy document in order to allow us to streamline the content internally. This was particularly important in terms of the expansion plans for the brand, but was also important for us to effectively support the internal team on an ongoing basis.

"Noir was the perfect company to take the lead with this project, they have gone above and beyond to add a point of difference to the finished product. The website is so much more than initially expected and that's down to their enthusiastic and dynamic team. I look forward to working with them on our brand communications going forward."

Karina Jadhav - Owner, Menagerie

The Outcome

The grand finale

The site we designed and built was as visually stimulating as it was easy to navigate. The expansive Menagerie offer spans day to night, offering brunch, lunch, dinner in the restaurant as well as the bar which we reflected through the light to dark transition as the user scrolls down the homepage. To capture the audience’s attention we were able to capitalise on the rich library of photography and videography available contrasted by the use of illustrations throughout the site. Knowing that the majority of the users would access the site on mobile we didn’t want to loose any of the extravagance of the desktop site so created a mobile version replicating rather than reducing the full site experience.

In addition to the visual flourishes, we redesigned the customer journey, making it easy for visitors to book, find menus and purchase lifestyle items from the online shop - allowing people to bring a hint of Menagerie into their own homes. For a venue that’s so regularly in the news (for all the right reasons) it was also key for us to create a press section which was easy to use both for the admin and the site visitor.

In parallel, we are working with the team creating blog content, designing and copywriting email campaigns and creating a range of event and offer based social and print content.

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