Good Inside Cafe

In 2019, Good Inside set out to inspire a “Real Food” lifestyle, focusing on locally sourced and low-carb food. They approached us for help in creating a brand identity that would effectively communicate their mission to their audience.

Challenges:

• New to the market: Our challenge was to create a distinct brand identity that effectively communicated their “Real Food” philosophy and values.
• Market Positioning: They needed assistance in positioning themselves in a competitive market and attracting their target audience.
• Visual Representation: There was a need for a visually appealing and cohesive brand identity that could be applied across various touch points.
  

Strategy:

• We conducted thorough market research and listened to our clients to understand Good Inside’s values and target customers.
• Based on our findings, we developed a brand positioning strategy centred around their commitment to real, wholesome food and its impact on health and wellbeing.
• We crafted a unique and cohesive visual identity that reflected the handcrafted nature of their offerings and their commitment to sustainability.
  

Implementation:

• The logo was designed to reflect the concept of “chiselling away” unnecessary elements, symbolising the removal of complex carbohydrates to enhance the overall quality of the food. This versatile logo can be applied in various colours and patterns.
• We created a sub-brand, “Good to You,” for their takeaway offering, maintaining consistency with the main brand identity while catering to a specific audience.
• A primary palette of pink, green, and off-white was chosen to convey freshness, vitality, and wholesomeness, supported by seasonal pops of colour and antique gold to add depth and quality.
  

Results:

• Good Inside now has a distinct brand identity that effectively communicates its “Real Food” philosophy and values to its audience.
• The versatile brand mark allows for flexibility in application across various mediums and formats.

Tim and Wendy (WHAT) did a brilliant job for us and we are always getting compliments on their behalf. The engagement with what we were doing was incredible and shows in the work.

TOM AND BECKS ISON