CHALLENGE
One Plus Kitchen came to us with a mission. They wanted to shake up the food delivery space and share great meals with the world. The challenge was to find a way to offer customers better value than what they were currently getting and create a brand around this new model.
THE BIG IDEA
Working in partnership with One Plus Kitchen, we devised a business model where they would incredibly only offer one meal option each day. This model creates time and cost efficiencies due to batch cooking and buying ingredients in bulk (and allows them to focus on making that day’s dish to perfection).
To further reduce costs to the consumer, these meals would be delivered to central pick-up points in busy CBD locations, allowing us to remove the need for a delivery fee. Furthermore, these pick-up points would be thermal lockers that keep the meals at the perfect temperature, so they can be picked up at the consumers’ convenience.
Creating the brand
We conducted a five-stage process to create the brand, involving:
- Strategic incubation workshop
- Target audience analysis
- Communications platform
- Style Guide
- Channel plan
As part of this process, we developed the brand values, tone, North Star, positioning, and even its name: Foodifox. This name is a playful combination and shortening of its core offering: a Food Box for Foodies. Importantly, the name was distinctive and easily remembered. We then developed a fresh and fun look to bring the brand to life.
RESULTS
Foodifox has been frequently opening convenient new locations despite the difficulties of lockdowns throughout 2020-21. With people now returning to Melbourne’s CBD, we hope to see further quick growth over the coming months.
