04/25/2018
An organization’s brand identity reflects its inherent personality. Consequently, organization messaging is a crucial element of the external communications program, marketing/ collateral materials, the web site, product/service literature, promotional and recruiting campaigns, etc., and must be carefully planned and executed to be consistent with the organization’s identity system and communication plan. It should establish a direction that encompasses core values and objectives, and considers target audience. It is important for us to remember that each component must work within the communications “family” as well as on its own.
We applied this brand approach with our client, Organic Pizza Company. The Denver-based owners came to us seeking a name for their new restaurant venture.
Charged with developing the brand and the name of this Denver-based restaurant, in addition to conveying the quality of ingredients used in their product offerings, the concept was to create a mark that balanced elements of old-world Italian with a fresh and modern approach. Infusing social responsibility into their mission, all packaging was made from recycled materials and a portion of all profits were given back to the community. This became the inspiration for the tagline we also developed, “Taste the Difference, Make a Difference.” Paired with the identity, the modular elements could stand alone or be combined to convey to customers not only the quality of food, but also their ability to feel good about their patronage.
Our branding scope of work included:
> Name Development
> Brand Development
> Logo/Identity Design
> Tagline Development
> Brand Style Guide
> Corporate Stationery
> Website Design
