Case Study
SIR Royalty Income Fund Strategy and Progress Report 2005
[Winner of a 2006 Unisource National Annual Report design award]
The story of “inspiration, agility and balancing five beers on top of one’s head."
SIR stands for Service Inspired Restaurants. The SIR story is about the success of its entrepreneurs, flexibility, frugality and above all, a testament to their tremendous listening skills. Who is SIR listening to? Their customers. The company has mastered the art of pleasing diverse groups of customers, from rowdy hockey fans to investment bankers, consistently meeting their desires and delivering high-quality experiences.
Based on fundamental facts about the restaurant business, we set out to create a report focused on simple yet refreshingly powerful messages. We toured the restaurants and photographed evidence of the wit, humour, creativity and passion expressed through interior design, art and people. A photograph from one of the restaurants of a bartender balancing five beers on top of his head next to an illustration of a steer, advising patrons to eat pork is one example in our concept. Our ultimate message? Imagine a company having all this fun and making a profit, not despite it, but because of it.
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