The journey of a brand is an exciting one. This case study is a story of passion, hard work, and determination. From the early stages of brainstorming to the final product launch, every step was a learning experience. So sit back, relax, and join me as we delve into the exciting world of brand inception to launch.
Inception
Cullino (formerly known as Anyone’s Kitchen) is a small food service business run by a chef who prides herself on serving delicious home-style meals made with fresh, locally sourced ingredients. Despite the quality of the food, the business was struggling with brand recognition and was unable to differentiate itself from other food service providers in the area.
Realizing that a rebranding was necessary to help the business stand out in a crowded market, the owner decided to work with me to create a new brand strategy and identity that better reflected the business's values and personality.
Discovery Session
As the brand designer for Cullino, my first step was to have a discovery session with the business owner. During this session, we discussed in depth where the brand was, what problems it was facing, and what her vision was for the business.
She expressed her frustration with the lack of brand recognition and her struggle to differentiate themselves from other food service providers in the area.
I proposed several solutions to the owner, including rebranding the business name and visual identity. We discussed the importance of a strong and memorable brand name that would accurately convey the values and personality of the business while still being catchy and easy to remember.
Throughout the discovery session, we worked together to develop a clear understanding of the business's values and goals and how those could be accurately represented in a new brand identity. By the end of the session, we had developed a clear plan of action for the rebranding of the business, and I was excited to start working on bringing the new brand identity to life. And the first order of business was the brand name.
Brand name
The original name, "Anyone's Kitchen," did not accurately convey the high-quality and personalized nature of the business. The name made it seem like a generic, ordinary food service provider rather than the unique and special experience that it offered.
The business's target audience was the younger generation, so I wanted to create a name that was catchy and easy to remember. I also wanted a name that had a certain charm and personality while still being professional enough to work as the business grows into a fully-fledged restaurant.
After researching various options and brainstorming with the owner, we landed on the name "Cullino." This name was a variation of the Italian word "culina," meaning kitchen. It was the perfect fit for the business's roots and its focus on serving fresh, home-style meals made with locally sourced ingredients.
Tagline
With the tagline "Good food, made simple," Cullino is positioning itself as a brand that simplifies healthy eating for its customers. The tagline communicates the message that you don't have to sacrifice taste or quality for convenience. It also suggests that Cullino takes the complexity out of meal planning and preparation, making it easy for customers to enjoy healthy, satisfying meals without any hassle.
Brand Positioning
Cullino is a food delivery service that provides high-quality, home-style meals made with fresh, locally sourced ingredients.
Target Audience
Cullino's target audience is the younger generation who are health-conscious, value quality and are looking for a convenient and personalized meal delivery service. They are busy individuals who want to eat healthy but do not have the time or resources to cook their meals.
Brand Promise
Cullino promises to deliver fresh, delicious, and healthy meals to its customers. The brand is committed to using only the freshest and locally sourced ingredients to create meals that are both satisfying and healthy.
Brand Personality
The caregiver archetype was chosen for the brand’s personality. As a caregiver brand, Cullino's primary goal is to provide nurturing and supportive care to its customers, helping them to live healthier and happier lives. By prioritizing the quality and nutritional value of its meals, Cullino is positioning itself as a brand that cares deeply about the health and well-being of its customers.
In addition, Cullino's commitment to simplifying healthy eating is another expression of its caregiver archetype. The brand recognizes that many of its customers may struggle with the complexity and time constraints of meal planning and preparation and seeks to provide a convenient and easy-to-use solution to this problem.
Cullino's caregiver archetype is also reflected in its brand messaging, which is focused on nurturing and supporting its customers through their health and wellness journey. By communicating the brand's commitment to quality, convenience, and simplicity, Cullino is positioning itself as a trusted partner and caregiver to its customers.
Brand Messaging
Cullino's brand messaging emphasizes the brand's commitment to health and wellness and its dedication to providing meals that are both delicious and nutritious.
Brand Strategy Implementation
Cullino's brand strategy will be implemented through a variety of marketing channels, including social media and email marketing. The brand will focus on building relationships with its customers through personalized service, exceptional quality, and convenient delivery options.
Visual Identity
The new approach for Cullino's visual identity is clean, modern, and approachable.
Primary Logo
A wordmark logo type was chosen for Cullino, as it provides easy brand recognition and can help establish a strong visual identity for the brand. By using the brand's name as the primary design element, the logo communicates a sense of confidence and familiarity to customers, making it easier for them to remember and recognize the brand.
The font chosen for the wordmark is clean and modern, customized with slightly rounded corners that give it a softer and more welcoming feel.
Logomark
Cullino's mark is a unique representation of the brand's identity and values. The logomark was chosen from the last letter of the brand name, which is the letter "O". The letter "O" was stylized to form a distinctive symbol that is simple yet memorable.
Brand Colours
The use of a warm, earthy color palette further reinforces the brand's commitment to using fresh, locally sourced ingredients, while also adding a sense of comfort and coziness to the overall design.
Brand in action
