Catering has traditionally been thought of as large scale, almost industrial level production. As a consequence, the end product has been a one-size-fits-all, second rate F&B offering. Not so with Keita. Their offering is characterised by, high quality ingredients that are as fresh as possible, 5 star, hotel/restaurant quality cooking, meals and services tailored to requirement and outstanding customer service. Our brief was to develop a new more youthful brand that would help deliver a modern approach, instilling the ideas of fun, quality and freshness.
Brand strategy, brand naming, brand identity & expression, brand guidelines, brand engagement and creative communications.
The first big hurdle was changing the name of the company to ensure this fitted in well with the new fresh approach. ‘Keita’ was suggested as a fun alternative to catering, and the name was born.
The next challenge was to move away from the green and healthy style of the old brand and introduce a new more youthful and fresh tone of voice. We achieved this by developing a brand that was an unexpected departure from the conventional approach in this sector, and importantly a brand that instilled the right personality traits of being fun, responsive and vibrant.
The brand was received with universal approval. In less than 5 weeks the chosen brand was developed and deployed into the market, which in branding terms is no small feat.
The key stakeholders can see that it brings with it a youthful, funky and unique approach to the catering industry, which will easily allow it to stand out and above the existing competition.