Good Inside Cafe

In 2019, Good Inside embarked on a mission to inspire people to embrace a “Real Food” lifestyle. Their vision was to promote food that tasted delicious, supported local producers, was environmentally sustainable, and nourished the body and mind. They approached us seeking guidance in translating their philosophy into a compelling brand identity that would speak 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:

• Brand Discovery: We conducted thorough market research and delved into understanding Good Inside’s values and target customers.
• Brand Positioning: 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.
• Visual Identity: We crafted a unique and cohesive visual identity that reflected the handcrafted nature of their offerings and their commitment to sustainability.
  

Implementation:

• Logo Design: 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.
• Sub-Brand Creation: 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.
• Brand Colours: 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:

• Strong Brand Identity: Good Inside now has a distinct brand identity that effectively communicates its “Real Food” philosophy and values to its audience.
• Enhanced Market Positioning: The new brand identity has helped Good Inside stand out in the market and attract their target customers who resonate with their values.
• Versatility: The versatile brand mark allows for flexibility in application across various mediums and formats.
• Increased Engagement: The cohesive visual identity and compelling storytelling through photography have increased engagement with their audience, both online and offline.

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