Aston Hotel Riga is a newly launched hotel in the center of the capital of Latvia, situated near many competitors with a strong foothold in the local market. To stand out, they needed a clear communication strategy that would allow their marketing team to implement a structured and scalable approach.
Alongside Aston Hotel Riga, a new restaurant was also being opened, although it had no name, concept or branding. To make the restaurant stand out and attract not only the customers of the hotel, but also the residents of Riga, a strong brand identity was needed.
Challenge
Lack of a structured communication strategy
While Aston Hotel had a brand book, the team did not have a clear understanding of how to use it in communication. They needed a practical strategy that would guide their internal marketing and sales teams.
No branding or positioning for the new restaurant
The venue had no concept, no name, and no clear direction for the restaurant’s identity. Additionally, the restaurant’s interior design had changed last minute and was already finalized, leaving them with a mix of styles that needed a unifying theme.
Solution
Aston Hotel Riga needed a clear marketing strategy to help their team attract guests and grow their brand. At the same time, they were launching a restaurant from scratch—without a name, concept, or branding. Our job was to create a structured plan for the Aston Hotel Riga’s communication and build a strong, memorable identity for the restaurant.
To help the team of Aston Hotel Riga to attract guests and grow their brand in a highly competitive market, a clear marketing strategy was needed
We started with naming — presenting five strong brand concepts for the future restaurant.
Three designers shared their creative takes. One was picked — scroll down to see the rest.
Communication strategy for Aston Hotel Riga
We developed a comprehensive strategy based on the PESO framework (Paid, Earned, Shared, Owned) to help the Aston Hotel Riga’s team manage their marketing efforts efficiently:
- Paid – Pre-launch and launch ad campaigns for hotel awareness.
- Earned – PR outreach and collaborations with lifestyle media.
- Shared – Influencer partnerships and community engagement on social media.
- Owned – Website, blog, and content planning for long-term engagement.
The strategy provided a structured roadmap for the Aston Hotel Riga’s internal team, outlining how to build awareness, attract guests, and maintain engagement post-launch.
KITSCHen: naming and branding for the new restaurant
Since the restaurant had no existing brand identity, the team of MATCH Agency took an iterative approach to create a concept that could stand out in the local market:
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Concept and naming development
We brainstormed three distinct naming and branding concepts, each with a unique story and positioning. The client selected KITSCHen — a playful name that reflected an artistic, eclectic, and slightly kitschy aesthetic that the restaurant possesses.
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Design exploration with three designers
Once the naming and concept were finalized, we attached three different designers to the project, each presenting several interpretations of the KITSCHen brand identity. The client selected their preferred designer, who further refined the visual identity and brand book for KITSCHen.
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Solving the interior design challenge
The previously planned restaurant concept was scrapped, leaving behind an eclectic mix of interior elements. Our solution was to embrace the randomness and turn it into a strength. The kitsch theme became the unifying concept, allowing the KITSCHen restaurant to integrate various design elements into a cohesive, artistic experience. The concept of KITSCHen restaurant also aligned with the owner’s personal art collection, which was incorporated into the decor.
A visual idea inspired by hidden gems — with bright colors, strong patterns, and a bold letter logo.
One of the first concepts — playful lettering styles showing the quirky and bold mood of KITSCHen.
A concept with a peacock as the main symbol of kitsch — colorful, loud, and full of personality.
Results
- A structured, actionable communication strategy that Aston Hotel Riga’s team could implement independently.
- Original brand identity for KITSCHen, transforming a design challenge into a creative advantage.
- A fully developed brand book for KITSCHen, ensuring visual consistency across all touchpoints.
Clients say
CLIENT STORY
Aston reached out for help with building a full communication strategy — and to create the branding for their rooftop restaurant.
Collaborating with MATCH provided precisely the support we needed at the outset of our journey. The communication strategy they developed gave us clear guidelines we can use in daily operations. For the restaurant, they found a smart solution that turned a challenging interior into a strong, recognizable concept with cohesive branding. The process was meticulously structured, equipping us with valuable tools for long-term success.
Sabīne ŠtelmaneFormer General Manager at Aston Hotel Riga
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Let’s talk about your project!
Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
