Alchemy Restaurant: Branding
The decision to design and develop the amazing restaurant Alchemy was driven by our proprietary research method, GSearch conducted to identify brand-building opportunities for the Giovanni’s family of restaurants. At the time the research was conducted, the family of brands included a fine dining experience also named “Giovanni’s,” Giovanni’s successful banquet & meetings facility and Big Al’s bar.
To the surprise of the owners, one of our strategic recommendations was to close the fine dining restaurant in favor of a newer, more dynamic indoor/outdoor dining experience. The solution, adopted a couple years later, resulted in the creation of Alchemy. The name’s origin is in the talent and culinary passion of executive chef Al Castrogiovanni. His creativity, talent, practical ingenuity and unerring willingness to get things done result in can’t miss positive experiences at Alchemy for all comers.
We were honored to team with the Castrogiovanni family to build and continue growing this successful new brand, which has become a year-round favorite for Rockfordians.