Rebranding Case Study by Margaux Agency

Brand Case Study 20 1 8 C A M PA I G N C A S E S T U DY BY MARGAUX AGENCY C R E AT I V E D I R E C T O R | M O N I C A G A R R E T T

FIRST IMPRESSION

Current Problems with Brand

Inconsistent Design Identity & Art Direction

Lack of Purpose or Story

Lack of Understanding Audience

No Infrastructure To Create Great Content

Great art direction never goes out of style, it becomes iconic. Art direction should have intention and consistency. Leo’s Meals lacked compelling art direction, this was a key area in elevating the brand and bringing it to life.

EXPERIENCE

C O M P A N Y C U LT U R E

PAC K AG I N G

WEBSITE DESIGN & DE V E LOPM ENT

MARKETING & ADVERTISING

SOCIAL MEDIA & PR

C O N S U LT I N G

360 Branding A Brand Guide was created in order to provide the visual DNA of the companyâ&#x20AC;&#x2122;s brand and provide clear guidelines for communicating a consistent message to their audience.

ORIGINAL BRANDING

ORIGINAL BUSINESS CARDS

Leo’s Meals The original branding for the company was inconsistent and actually was utilizing an old business name. The company had evolved to ‘Leo’s Meals’ and the old name ‘Leonardo’s Meal Prep’ was still in circulation and awkwardly being used in social media images. ORIG INA L LOGO & NAME

ORIGINAL SOCIAL MEDIA IMAGES

ORIG INA L PHOTOGR APHY

R E S E A R C H & E X P L O R AT I O N

Fundamental Questions These were the core questions during the initial brand strategy development for Leo’s Meals. The answers helped shape the direction of ideation and conceptualizing.

B U T F I R S T, W H Y ? ◊ Why do we exist? ◊ How do we contribute to the world? ◊ What is our mission? ◊ What motivated us to start our mission?

K N OW YO U R AU D I E N C E

KNOW THE PRODUCT ◊ Does everyone in the company under-

stand our product? ◊ Are we self aware of our product? ◊ How is our product different from out competitors?

K N OW YO U R P U R P OS E ◊ What problem does our product solve

◊ Who really is our audience? ◊ What are their passions? Main points? ◊ Who is the current customer and who is

the ideal customer?

for us? ◊ In what way does our product improve/ enrich the lives of consumers? ◊ What is at stake of our consumer doesn’t buy our product?

I D E AT I O N & C O N C E P T I N G

Research Stages Once the foundation questions were explored, we divided up the next phase into 4 distinct stages. Over the course of a month. We went through each stage in order to develop an execution plan for developing Leo’s Meals brand.

S TA G E 1

S TA G E 2

Customer Research

Story Development

We initiated a team to develop a customer survey to run on website for 1 week to better understand who current customers are, and also how to improve customer experience in the most efficient way.

Worked with CEO to discuss the “Why” questions and the brand values, promise, and other identifying story guidelines that would serve as foundation for brand.

S TA G E 3

S TA G E 4

Connect Employees

Content Inventory

Interviewed employees in the company to gain perspective on how they understood the brand, the customers and the product.

Made inventory of all current content being created, content that was actually needed, creative team, and all tools/production equipment, and budget.

DE V E LOPM ENT

Brand Vision

C U LT U R E

STYLE

TRIBE

At Leoâ&#x20AC;&#x2122;s Meals we established that the Brand Vision would be made up of three very specific components: Who We Are, Our Personality, and Our Customer. These three facts determine the brand story and all visual elements that communicate the brand story. Everything created for Leoâ&#x20AC;&#x2122;s Meals brand must align with the Brand Vision.

STYLE

Identity Guidelines

ICON

LOGO FU LL COLOR

LOGO ONE COLOR

It was very important to create consistency with the company logo. Too many versions existed with no rules. The company logo was refined to just 3 variation, each having it’s own unique purpose and rules of each.

Typography

Logo Usage

C R E AT I V E

Art Direction

Images

Illustrations

Great art direction never goes out of style, it becomes iconic. Art direction should have intention and consistency. Leoâ&#x20AC;&#x2122;s Meals lacked compelling art direction, which was vital for elevating the brand and bringing it to life.

VA LU E S

Company Culture It was important to infuse the atmosphere and staff with a deep sense and understanding of the Leo’s Meals brand on a daily basis. Creating a culture and identity from within helps reinforce the brand story to the world.

R E S TA U R A N T INTERIOR DESIGN ◊ Brand relevant direction ◊ Creative campaign decorations ◊ Product showcasing across restaurant

BRAND ENRICHED C O M P A N Y C U LT U R E

E M P LOY E E B R A N D AWAREN ESS ◊ Provide a copy of Brand Style Guide for

everyone on staff ◊ Brand on-boarding ◊ Product & styling education

COMMUNITY & EVENTS

◊ Leo’s Meals location

◊ Local food festivals

◊ Employee discounts

◊ Leos’ Meals location

◊ Company wide style-outs

◊ Internship program

S T R AT E G Y & DE V E LOPM ENT

Brand Style Guide A Brand Style Guide was created in order to provide the visual DNA of the companyâ&#x20AC;&#x2122;s brand and provide clear guidelines for communicating a consistent message to their audience.

BRAND VISION

This contains the core of the Brand story: itâ&#x20AC;&#x2122;s mission, purpose, philosophy. It answers the core foundation questions.

IDENTITY GUIDELINES

The logo is the visual cornerstone of the company brand. The company identity is visually expressed through the logo and its variations.

ART DIRECTION

Art Direction provides guidelines for the look and feel of the brand. This includes image, typography, color theory, models, and design style.

TON E OF VOICE

Establishing a tone of voice is a key part of creating the personality and character of a brand and maintaining consistency.

C R E AT I V E

Marketing Materials It was important to infuse the atmosphere and staff with a deep sense and understanding of the Leo’s Meals brand on a daily basis. Creating a culture and identity from within helps reinforce the brand story to the world.

P R E S E N TAT I O N

Packaging Redesign

ONLINE PRESENCE

Website Redesign The website redesign was focused on optimizing the customer experience based on the unique stages of the Leo’s Meals customer, and making their journey and experience effortless and enjoyable.

B LOG WRITI NG

Content Creation Maintaining a blog is crucial to build authority and convert leads, but starting one is a lot of work. A content strategy is the best way to build authority, improve SEO, and convert new customers. We wrote an article every week for the Leoâ&#x20AC;&#x2122;s Meals blog.

EXPERIENCE

Social Media Content

EXPERIENCE

Stories & Highlights Instagram Stories was utilized to connect with their target audience and quickly became a hit. Engagement peaked when stories were utilized.

EXPERIENCE

Outdoor Advertising

EXPERIENCE

Promotional Items

Crafted by the margauxagency.com | monica@margauxagency.com