Situation
Two restaurants under the same ownership, Something Different and SNAX, are located side-by-side in a shopping plaza in an upscale area on the north side of Indianapolis. Something Different features elegant and innovative fare for connoisseurs of fine cuisine and is the only restaurant in Indiana to be named to the Nation’s Restaurant News Fine Dining Hall of Fame. SNAX is a fun, high-end appetizer/cigar/premium beer and wine bar that caters to an upper-20s to lower-40s, professional crowd that enjoys the bar’s smoking- and conversation-friendly atmosphere. The two establishments share the same award-winning chef and staff. SNAX features tapas-style, popular in Spain, where various dishes are served in appetizer-size portions and shared among all at the table.

Problem
The owners wanted to assure that the SNAX and Something Different Web sites reflected the distinct identities of the two restaurants.

Solution
MillerWhite created a flash opening for the SNAX Web site (www.snax-indy.com) that captures the mood and the environment of SNAX. For many customers, it is the ambience that really invites them into the bar. The flash page, with its sophisticated look, bold colors, animated silhouettes and soft jazz music reflects the bar’s contemporary design and relaxing atmosphere.

Results
Sue Schneider, owner of SNAX, said, “MillerWhite’s solution to our problem of how to give SNAX its own online identity resulted in a perfect representation of what our bar is all about…contemporary and sophisticated, but at the same time alive and relaxing. The SNAX opening page is entirely different from Something Different’s, just as the bar itself is different from the restaurant.”

The SNAX flash page was recognized with an Addy award from the Ad Club of Indianapolis in the category of interactive media.

MillerWhite partner Bill White said, “It’s really icing on the cake for us when we can accomplish the goals of our client and also be recognized by our peers for good design and effective use of interactive technology.”