Process

We conducted strategic and creative workshops with top managers and in-depth interviews with various employees. We analysed consumers’ interviews done immediately after experience.

F01
Rebranding and purpose definition process

We concluded that, over the years, Trindade had decreased its value.

The market was transformed by fresh creative and thrilling concepts introduced over the years (Figure 2 and Mood boards M1-M4) while Trindade lost its appeal.

Clearly influenced by some signs of mass production —  especially the cold huge space crowded with too many lined up tables,  and occasionally pre-prepared food waiting to be ordered — made consumers question the quality perception.

Further, Trindade lost most of its positive symbolic meaning. The bohemian side of Trindade was completely lost — it had become a touristic mainstream restaurant with an artificial medieval concept —connecting monastic tradition and beer production, something that historically never happened in Portugal.

The origin — Lisbon — was compromised by these choices, as Trindade became a place Lisbon citizens no longer feel at home. The distancing of the Portuguese clients threatened the concept attractiveness to tourists as well, who prefer to live as locals and go where locals go.

F02
Competitive map

S01. / M01.
Taverns segment / mood board:
popular, authentic, value food

S02. / M02.
Signature restaurants segment / moodboard:
sophisticated cuisine

S03. / M03.
High quality segment / moodboard:
cool trendy restaurants

T / M04.
Trindade Experience

S04.
Traditional beer houses segment

S05.
Irrelevant / undifferentiated

We also reached the insight that Lisbon belongs to everyone and nobody at the same time. As both a harbour-city and a capital, Lisbon gathers people from everywhere, and is a melting pot of influences. So its own culture and gastronomy is often ignored, devalued and hardly recognised, if compared to other Portuguese regions. Lisbon’s traditions, old and new, are often lost. Lisbon needs someone to value its particular heritage, and Trindade could do it.

As an iconic Lisbon brand, Trindade can now embrace a bigger role in the city and a bigger purpose beyond what it serves for dinner. Trindade will stand for Lisbon discovery: to research, register and share Lisbon’s culture and gastronomy. It can also be a place of dialogue about the city and its citizens. Through Trindade, they can express how they feel about the city at different levels. Trindade will enrich the city cultural heritage and strengthen the city and its citizens sense of identity.