The Solution

Keen to develop a strong and considered brand, we worked in collaboration (and at pace) to carry-out the consumer insight groundwork whilst the client managed the competitor audit. We then used this insight to run a brand workshop (which in Covid times was held on Microsoft Teams). During the workshop we worked through a number of brand modelling exercises and came away from the day with a clear vision of what the brand was all about. This formed the basis for brainstorming the brand name which culminated in a list of over 90 options (and of course a shortlist of our preferred names). In the end it was one of our first ideas that came out on top – Acre & Apron. Inspired but the unique partnership of farmer and butcher at the heart of the brand, this name seemed to sum it all up and create the right tone for what is a premium offering. We also developed the strapline ‘For cooks that care. We deliver.’, highlighting the brand’s commitment to sustainability, ethical meat and of course their direct to consumer delivery model.

Once the brand name was IP checked and all the domains and social accounts secured, we moved forward with visual execution of the brand. We put forward over a dozen logo executions and the competition was tough. But having got it down to two closely tied options, the decision was made to go for an iconic roundel execution which would give the brand standout and work well on elements like social media icons and of course the delivery box itself. We then moved on to develop the brand palette, brand tone and photography styling in order to create the surround feel for the new launch which would inform all the comms and collateral produced, including the ecommerce website which the client was building.