MAJOR FOOD GROUP - ZZ’s PRIVATE MEMBERS’ Club
ZZ’s Club located in the Design District in Miami was the celebrated crown jewel of Major Food Group. With the impending opening of ZZ’s Club New York, I sought to celebrate ZZ’s Club Miami positioning it at the premier private club, ZZ’s Club is THE spot in Miami; a locale for Miami’s true influentials. This set the stage for the opening of ZZ’s New York.
LONG FORM CONTENT
BACKGROUND
ZZ’s Club, a private members’ club featuring interior design by the renowned Ken Fulk, offers its exclusive community the pinnacle of a luxurious experience, personalized style of hospitality and cuisine that is synonymous with Major Food Group. The original ZZ’s Club debuted during the height of the pandemic - in 2021 - in Miami’s Design District. It has since expanded to New York.
MY ROLE
As a known Miami based club, ZZ’s Club had a luxurious yet slightly sleepy persona among Miami’s influentials. As Major Food Group was gearing up to open the 25,000 ft ZZ’s New York to a a discerning New York clientele, I recognized the need to elevate the perception of the Miami property and thus the brand prior to this launch. Hence I sought to position ZZ’s Club with a more modern sensibility, positioning it as the most exclusive but modern Private Club experience, ultimately providing a halo effect for the New York property and in turn the brand.
Thus I sought to create:
1. An ownable brand positioning supported by distinct pillars, leveraging the founders as the cornerstone of the ZZ’s brand.
2. An unique point of view, ZZ’s Club is a private members club (experience) authentically grounded in premiere food and beverage and showcased in over the top environments … thereby creating a distinctive lifestyle.
3. Create a brand persona, giving ZZ’s Club a sense of mystery, carefully controlling the brand narrative, and the imagery shared at any point in time, thereby creating an aspirational, allusive, yet approachable sense around the brand.
4. Support this platform with a (strategically sound) whisper campaign.
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