How did we transform the presentation of a social cause that works within the community? A cause with a multiple offers - creating routes to employment for marginalised individuals through catering and hospitality, hosting community events, offering classes and courses. Plus having to compete on the high-street for the hard-earned cash of customers who want to be in the latest and greatest place to eat, drink and relax.
The answer, as ever, was simple. Create a brand underpinned by the one thing that brought customers, employees, founders and supporters together – the love of good food.
Focus on food and everything else flows – community, sharing, caring, working hard and celebrating. Principles that underpinned all of Blend’s purposes and objectives with one simple message and approach.
We wanted to create a brand that mirrored the thoughts and values of Blends founders and followers. A brand that celebrated and empowered not just those being supported by the cause, but those engaging with it by stuffing their faces with tasty, seasonal dishes.
A kitchen really is the beating heart of any home, its where meals are created that fuel bodies and minds alike which never fails to bring people together. Blend Kitchen was no different, we needed to create a compelling and honest brand experience that captured the essence of home.
This naturally led to warm and homely interior styling, conversational tone of voice and a super friendly visual style brought to life through charming illustration. A space that was flexible, a personality that reflected the brand experience and imagery that left you wanting a huge slice of cake.
The new brand was captured in an inspirational Brand Book. More than guidelines, a bible of purpose and behaviours to motivate and enthuse all stakeholders, current and future.
The brand was further amplified through the collaboration with interior designers 93ft, sign makers and equipment specifiers to truly bring the brand to life in the physical state-of-the-art restaurant and event space.
Originally just an empty concrete unit had now become a warm, welcoming, and authentic physical brand destination. A space where service users and customers could break bread, do good and leave happy.
“The brand is perfection. Authentic, comprehensive and inspiring. It has given us the confidence to successfully launch and given us powerful platform to create willing supporters and effectively convince funders." Chris Hanson, Founder.