The leading name candidate is “Indulge Smart”, but we are exploring/brainstorming options that can convey the same idea, maybe a bit shorter, and simpler/easier for people to recongnize and remember. I am open to suggestions -- don't want to limit it to just food and drinks, but more of a high-end lifestyle brand.
For logo design, I so far like “Indulge yourself, Smart” as the mantra.
What does the product do: in the first phase, we primarily serve as a marketplace to match restaurants and diners through latest meal deals display (to replace restaurants’ blackbords), online reservation (think opentable.com), and table auctions (think priceline.com).
There will be primarily two audiences: the diners and the restauranteurs.
The restauranteurs are those who operate mid/high-end western restaurants/bars/lounges in mega/modern Chinese cities (Shanghai, Beijing, Hongkong, etc.) who look to increase their table utilization rate in low hours without damaging their reputation or disrupting their existing workflow. Solution to that problem is our key value proposition.
The early adoper diners are mostly expats, oversea-born-Chinese or Chinese with significant overseas experience, who are smart, creative, tech-savvy, and most importantly, aspired to enhance their lifestyle without going wildly beyond their budgets. For example, if they comfortably pay $50/person for a fancy dinner, they would want to visit restaurants at $150/person on special occasions like birthdays. But once a year is too little. What we are trying to do is to help them get to that $150 dinner by paying maybe $90-$120 so they can do that maybe once a quarter – “indulge” themselves, in a “smart” way. I am not aiming for diners who normally pay $20/person trying to get a dirt cheap dinner for $8.