+ Objectives
Key Foods needed a tasty new brand identity that would bring several different brands under one umbrella. This branding would then be rolled out across a functional yet beautiful, fully responsive website that would show the company’s 40 years’ experience in bespoke ingredient manufacturing. Our initial campaign objectives included:
- Create and develop a strong, new brand identity that unified three branches of the business
- Raise awareness of the new Key Foods brand
- Position Key Foods as a go-to, key player within the food services industry
- Provide stand out product branding when on the shelf
- Allow the products to enter the high-end retail sector
+ The Challenge
With the launch of the new brand and the Key Foods website, we knew we needed to show restaurants, supermarkets, wholesalers and food lovers everywhere that this new place was the best source of delicious ingredients. Having worked many times before in the food and hospitality sectors, we knew the target audience well – but still did extensive research to check, check and double check we were sending out the right message.
Better food and better service are at the heart of Key Food’s values. By better understanding the company’s ethos and offering, we were able to get started on a project that would transform the food services industry.
+ Our Strategy
Before any branding work could be carried out, we needed to establish the buying habits of the target market and what they looked for when buying a product. Research had already been carried out in lower-end supermarkets, so we started by targeting high-end food stores, the people who shop there and those who buy this type of product. This then influenced the look and feel of the entire brand we created.
Our design team set out about crafting a refined, elegant brand that took influence from farmer’s markets and organic produce. This was then rolled out across a new, fully responsive website designed to exhibit the various product ranges from Key Foods, and position the company as a high-end retailer within food services.
The client adored the branding – and the clean, stylish new site. The branding itself was then applied to a whole host of marketing collateral; including stationery and business cards. We also took responsibility for creating several brochures for Key Foods. These were then distributed to prospects across the country, including chefs, retailers, bars and hotels.
