Key West

What did we do?

Key West was reimagined from a vague, multi-regional concept into a focused Caribbean-inspired restaurant with South American flair. We conducted market research and competitive analysis to realign the offering, refine the menu, and build a visual identity that stood out in the local dining scene. Vibrant interiors, inspired by the head chef’s St. Lucian roots, brought energy to the space. Weekly beach BBQs, live music events, and relaxed social programming redefined Key West as a dynamic experience—one that filled a clear gap in both the hotel’s offering and the local market.

Key West was originally envisioned as a broad blend of Floridian, Caribbean, and South American influences. While it served as an alternative to Cafe Nikki for hotel guests, the concept lacked market clarity and struggled to attract an outside crowd due to its vague identity and challenging location. We were brought in to conduct market research, uncover root causes of underperformance, and reposition the restaurant with a sharper brand and stronger appeal.

Through competitive analysis and trend research, we identified an opportunity to double down on the Caribbean roots—amplified through a bold visual direction and an updated food program. We crafted a menu that centered on vibrant Caribbean dishes with hints of South American flair, designed to stand up against popular venues like Ting Irie and Miss Lily’s. The interiors were redesigned using a palette and aesthetic inspired by the St. Lucian heritage of the head chef. Funky colors, tactile elements, and tropical materials created an atmosphere that felt alive and immersive.

To push the experience beyond the plate, we developed new weekly activations and beachside events such as open-air BBQs and live music nights, which were not being offered anywhere else in the local scene at the time. These activations created emotional value and encouraged guests to return not just for the food, but for the ambiance and energy. The rebrand brought focus, vibrancy, and cultural texture to a space that had previously lacked a clear identity, transforming Key West into a social dining destination.