Strategy · Proposal · 2025
Reintroducing a Joburg icon.
Pata Pata — Proposal
A multi-channel marketing proposal for Pata Pata — the jazz-inspired Maboneng restaurant named after the Miriam Makeba classic — to translate its real-world atmosphere into a digital presence that matches.
Situation
Pata Pata is one of Johannesburg's most distinctive dining experiences: authentic African cuisine, live Afrojazz performances, and 1960s Sophiatown soul in the heart of Maboneng. Rated 3.8/5 and ranked #110 of 1,941 Joburg restaurants on TripAdvisor, with strong reviews for food, service, and atmosphere. But the online presence — sporadic social posts, no dedicated website — doesn't reflect the room.
The gap
Every visitor who films a TikTok or leaves a glowing review is doing marketing the brand itself should be doing — consistently, beautifully, and strategically. The proposal closes that gap across identity, social, print, and web.
Services proposed
01 Graphic Design & Brand Identity — a cohesive visual language rooted in 1960s Sophiatown: warm earthy tones, expressive type, vintage-modern energy. 02 Social Media Management — Instagram and Facebook turned into must-follow accounts for Joburg food and culture. 03 On-the-Ground Marketing — tactile, striking print distributed across Maboneng's galleries, co-working spaces, and hotels. 04 Website Design & Development — a proper home on the internet, with bookings, events, menu, and SEO for searches like 'best jazz restaurant Johannesburg'.
Rollout
Week 1 — Discovery & brand audit. Week 2 — Brand foundation, content templates, first month's calendar, website wireframes. Weeks 3–4 — Social goes live, first print run distributed, on-site photography. Month 2 — Website launches with reservations, events, full menu, Google Maps and SEO optimisation.
Next project
Functional art, online.
resin.by.jen
