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.