Rebranding a contract catering company
How do you create a single brand story in a diversified customer market?
Harrison has produced meals for the education and business sectors since 1994 – employing 2,000+ staff with a turnover of circa £65m.
The catering sector is hugely competitive and constantly evolving, with trends in healthy eating, nutrition and well-being, now established as key drivers in the clients’ mind. Our brief focused on their passionate belief that food is something to enjoy, especially when it’s good for you.
A key element of our strategy was to segment the market into three audience types for more effective targeting – Schools, Independent Schools and Business & Industry. Our organising idea focused on the feeling of ‘happy eating’ and that Harrison meal times should always be happy times. This idea gave us a strong platform to deliver relevant messages to the right audiences. The design styling featured a rich mix of typography, imagery and fresh colours to deliver an exciting brand with instant market stand-out.
Increase in new visitors to the website after the businesses rebrand
Increase in session duration on the website after the businesses rebrand