We are so excited to share the playful brand personality and colorful branding we created for green food tech company Eat’s A Deal, building a sustainable food ordering app. 

 

 

“Anne handled the entire marketing process in such a creative and organized manner; and how everything came to fruition was absolutely outstanding!”

Charles, Founder at Eat’s A Deal

 

 

#1

BRAND STRATEGY

CREATIVE BRIEF

Eat’s a Deal is a start-up, building a community that will fight food waste through its technology. The company’s mobile app as a marketplace is designed to help its partners in the food industry sell their surplus food to the community at discounted prices. The goal is to reduce food waste and improve access to healthy, affordable food for everyone.

 

 

THE CHALLENGE

Eat’s a Deal enters an already mature market with growth potential and niches down on sustainability, which is a growing concern & market segment. In order to succeed in this competitive market, we wanted to build a strong brand identity and get more exposure. One of our main marketing objectives will be to build a strong community that will become brand advocates and start a domino effect. We will do this by using strategic and effective positioning, clear and focused goals, clearly defined targeting, and an impactful and memorable concept. The challenge we faced was positioning Eat’s A Deal as a leader in the surplus food online ordering segment in an already established market, as well as positioning them as THE alternative to regular food ordering platforms for those who care, all while raising food waste awareness and educating consumers.  

 

THE CONCEPT

After conducting a market landscape analysis, as well as customer behavior research, we decided to emphasize Eat’s A Deal’s positioning at the intersection of convenience and sustainability. The two growing markets are combined to forge a unique positioning that will appeal to an audience that is concerned about sustainability but may not give it top priority if they can obtain the same level of quality or convenience from a less sustainable choice. As a result, the company can reach a larger audience and ultimately inform more customers on how to live a more sustainable lifestyle by taking simple, tiny measures.

 

The positioning map below shows a gap that is filled by Eat’s A Deal on the market.

 

BRAND PERSONALITY

It’s been said that a brand’s personality is its secret weapon, and we couldn’t agree more. Brands with a strong archetypal personality that connects on an emotional level with their audience have a massive advantage over their competition. Competitors in the food surplus segment typically have no personality or are primarily a “caregiver”, sometimes with a few “hero” traits. We determined that Eat’s a Deal’s primary archetype is 70% optimistic, cool, and playful while its secondary archetype is 30% empowering change and attitude, which ultimately set them apart.

 

 

To read more about crafting a brand personality and how we use archetypes, listen to Market It! Episode 3.

 

 

#2

BRAND IDENTITY

When it came time to develop Eat’s A Deal’s brand identity, we knew they were looking for branding that reflected their friendly, fun-loving ethos.  We wanted to convey the brand’s personality jester archetype and we wanted the tone to be playful, so we created custom icons and used playful colors. We also used the hand-drawn typeface and bright colors to convey a playful tone that would appeal to Eat’s A Deal’s target audience of urban millennials who are looking for something fresh, sustainable, and exciting in their neighborhood restaurant scene.

 

INSPIRATION

Moodboard

 

Logos

 

Custom Icons

 

Color Palette

 

App Design Mockup 

 

#3

WEBSITE

Eat’s A Deal tasked AHBC Group to create the brand’s website. To bring Eat’s A Deal’s online presence to life, AHBC Group ensured that the site’s copywriting conveyed the brand’s personality and tone, while the design adhered to the brand’s design guidelines. We were also involved in the art direction and coordination of the brand photoshoot with our photography partner Image Me. Finally, we used Showit to create the Eat’s A Deal website.

 

 

#4

SOCIAL MEDIA

We wanted to translate the playful look and brand personality on social media, while creating shareable content, in order to grow an engaged following. We did that through a mix of brand pictures, pop culture inspired memes and branded infographics. Through its social media platforms, mainly Instagram, the brand shares content that is entertaining, informative and educational, while inspiring its audience to buy into the sustainable/chill Eat’s A Deal lifestyle. 

 

Instagram Feed Mockup

 

Instagram Feed

 

#5

MARKETING COLLATERAL

AHBC Group created several pieces of marketing collateral for Eat’s a Deal, including a pre-seed round investor pitch, one-pagers for merchants and partners, and newsletters.

 

 

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At AHBC Group, we are passionate about helping entrepreneurs launch and grow a brand that is authentic to them, their purpose, and their audience. We enjoy working with entrepreneurs who have a strong purpose, a clear vision and who are animated by ethical, eco-conscious, and inclusive values, who like to challenge the status quo, and are not afraid to build a truly unique brand. If that sounds like you and you would like to discuss your project with us, apply here!