A place that runs from breakfast to 3 a.m.
Ce La Vie is a restaurant, bar and shisha lounge in Mamaia Nord, on the Romanian Black Sea coast, open since 2024. It isn't a one-moment restaurant: mornings mean pancakes and specialty coffee, lunch is pasta and seafood, evenings are grilled platters and wine, and nights are signature cocktails and premium shisha until 3.
For a website, that's a real problem. The person looking for brunch and the person looking for a late-night cocktail are different audiences, but they land on the same page. The site had to speak to both without feeling like two different venues.
An identity unlike anything else on the coast
The visual direction is retro-tropical: warm cream, black, yellow and touches of pink and teal, with handwritten type for the key words. The voice is as personal as the design — the homepage headline says "life's too short to be serious", and the signature cocktail is called Sinner, described as "call your ex".
On the coast, where dozens of venues have near-identical sites with the same sunset photos and the same lines about a "unique atmosphere", personality is what makes someone remember the name the next day.
On the coast, personality is what makes someone remember the name the next day.
The day split into four moments
The answer to the two audiences was a section that splits the day into four: breakfast, lunch, dinner and night, each with its hours, dishes and mood. The coffee crowd sees they're welcome at 10 a.m.; the shisha crowd sees the bar is open until 3.
House specialities are shown with real portion sizes and prices, and the full menu has its own page. For a restaurant, a menu that's easy to read on a phone answers the question every guest asks before coming: what will I eat, and what will it cost?
Bookings go straight to WhatsApp
The booking form asks only for name, phone, party size, date and time. On submit it opens WhatsApp with the booking already filled in, because at a seaside venue bookings are confirmed by phone, not by an email read the next day.
The site also has a blog and a giveaway section with participant accounts and an admin panel the venue uses to run its contests.
Ads without the forbidden words
For Google Ads we prepared a search campaign targeting Mamaia, Mamaia Nord, Năvodari and Constanța. One detail matters: shisha is one of the venue's strengths, but Google restricts tobacco advertising, so every shisha-related keyword was removed from the campaign and added as a negative. The campaign sells the restaurant; guests discover the shisha on the site.