A brand that nourishes.

A community-based catering company entered the school lunch arena with a premium product. As business expanded and competition increased, Children’s Choice sought to update its image as a differentiated brand, reflective of its desirable qualities: organic, locally sourced ingredients, chef-prepared, and kid-approved with lots of choices. Against a backdrop of fierce competition, media attention on childhood obesity and social pressure to eat well, this company was committed to redefining school lunch as an enriching, nourishing and delicious experience. The brand needed to reflect the passion and energy of this commitment.

Objective:

To develop a strategy and recognizable brand identity that reflects the market focus and position of Choicelunch and also supports its business goals.

Solution:

Through market research with children and other stakeholders, we determined that the ultimate consumer is the child, in the company of his or her peers.

Conducted research to develop a clear snapshot of the brand and its market acceptance, understand the client relationship and develop a brand platform.

A logo review in light of the company’s market position and business goals led to a refresh of the logo to make it more contemporary, energetic, fun and kid-focused. This led to a name change that put more emphasis on the company’s main differentiator: choice.

Agency delivered a brand “cookbook” with all the ingredients to create a strong, consistent market impression.

A redesign of the company’s web site, the first articulation of the brand guidelines, focued on building relationships with the primary (kids) and secondary (parents) audiences.

Result:

Positioning as the market leader in premium school lunch arena.

Consistency of brand and voice across all touchpoints helped keep brand top-of-mind and increased orders within existing schools.

Image that’s fresh, contemporary, active, child-focused and fun—qualities that resonate well with primary and secondary audiences.