With their high-priced position, we needed to create a brand strategy representing this. As with any project, we started at the very core of the brand. Figuring out what made this brand unique, who for and for what sub-market.
After doing intense research into the food and on-the-go food markets, we realised it was all quite boring. Nothing new, nothing exciting and most importantly, not many healthy but tasty options - this was our white space to own.
Once we had laid out the plan, we got to work on the name and visual identity of the brand. Knowing the market landscape lacked visual appeal and bold design, we went with an impactful logo using the ampersand within the name as a brand icon to ensure brand memorability and brand recognition in customers' minds.
We paired this with playful colours and photography to help communicate the brand's core to its busy, on-the-go customers.