How a brand redesign led to 30% increase in contracts

Brand identity refresh for Lincoln business

 

The market is moving in a very positive direction for Lincoln based Good Lookin Cookin, suppliers of healthy hot school meals. The 10 years since their launch has seen the expansion of the universal free school meal system and the rising profile of nutritious meals to fuel young learners. The team at Good Lookin Cookin were in a good place to respond to these opportunities, they were known for their commitment to local produce and high-quality ingredients, as part of balanced, cost-effective meals. Yet the market was proving competitive, which prompted a call to Systematic about their brand redesign.

 

The Good Lookin Cookin team had a marketing campaign on their shopping list, yet we could see that the business had outgrown its initial brand identity and were due a redesign. First impressions needed to match the evolving vision of the family business; so we set to work with their top-team, seeking to refresh their brand, making it stronger and more relevant.

 

Our Creative Studio worked with the same base ingredients, the business name and colour scheme. High quality ingredients became central to the brand identity concepts that we researched and developed. Our Graphic Designers illustrated fruit and vegetable themed characters, reflecting personalities in the business, including Carol Carrot and Sam Spud! The design scheme made an emotional connection, helping to shift the mindset of their audience; Good Lookin Cookin were to be an authority on healthy eating, not just a supplier of school meals. This gave them a platform for other projects, including their free cookery clubs.
“Working with Systematic has been a seamless process, alleviating much of the pressure associated to a re-brand. The manner in which they produced and delivered our new look brand has been highly professional. Any stumbling blocks were worked through concisely and with an eye for detail. Throughout the whole project Systematic acknowledged the family business ethos held at Good Lookin Cookin and were always on hand to help. We all look forward to working with them in the future.”
James, General Manager

Our designers applied the new brand across Good Look Cookin’s digital presence, with a new, mobile friendly, website design. The brand identity proved impactful on their growing fleet of vehicles and everyday resources used by the team, from stickers to aprons.

Beyond the children and families that engage with the brand, the business markets itself to schools, seeking to secure contracts to provide their hot school meals. Visuals were adapted for this different audience and reflected in leaflets, folders and exhibition resources. They had the intended impact and since the brand relaunch, the team have seen 30% growth in the number of schools that they work. Good Lookin Cookin is now increasing its capacity through its premises and team. Success has never tasted so good!

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