A rebrand that needs to cater for many different tastes
Harrison is a family run business that’s been making meals since 1994 for the education and business sectors.
We are very lucky to have been working with Harrison for many years (well in to double figures!) and have consistently managed their brand strategy, design and communications through out this time. The business has consistently grown and now employees over 2,000 staff and turns over circa £65m. Our job was to help them continue this journey of success by building on their established reputation, the fantastic service and celebrate the great food they make for customers everyday.
A new brand proposition – ‘Eat good, live happy’
Harrison has always created healthy, nutritious meals cooked from scratch using the freshest ingredients to ensure great tasting food that everyone can love.
They passionately believe food is something to enjoy, especially when its good for you. Our creative theme was to concentrate on the feeling of ‘happy eating’ and that Harrison meal times should always be happy times. The new visual language followed this positive and upbeat vibe by using an expressive and eclectic mix of typography, imagery, colour and friendly language to express the businesses values and beliefs.
A targeted approach to marketing
Through the strategic process we identified and agreed three distinct customer groups for Harrison to target through their marketing. Our brand strategy involved creating a ‘group’ structure with three separate offers for schools, independent schools and business and industry.
Part of our process was to design and build four websites based on the same CMS and structure to help create efficiencies of cost and streamline the management and automation of updates and content. The full project scope included, branding, design, imagery, tone of voice, writing, brand guidelines and all of the onsite brand touch points and marketing communications.
“The team got under the skin of our brand and values very quickly and the quality of work was fantastic, creating a lot of excitement within the company.”
Nikki de Kretser, Global VP Marketing – Arkadin