Meal Delivery Branding Project Kickoff
Our meal delivery branding creative process begins with a discovery session.
We have the client complete a Creative Questionnaire to assist with educating our team on the project. We then use those answers and our jottings from previous conversations to brief our branding team prior to them starting work on the project.
Our first challenge? Naming the service.
Every single one of our team members took time to dig deep into the goals, history, positioning, and the “why” of the business independently. From that research, they brainstormed a variety of potential names.
After this, we came together to share our name ideas. After discussing the pros and cons of each name, we eliminated options that weren’t strong enough to serve as the first word in the brand’s story.
These names that remained were backed by stealth reason and research. The names left were: “staid / stay’d,” “the red hex,”and “fed”.
The first option, “Staid” or “Stay’d”, referred to the idea of staying home. It can draw up thoughts of date night in or an intimate meal shared with friends and family. “Staid” suggests steadiness, a sense of dignified respect, and elevates the brand. Whereas, “Stay’d” has a modern yet, youthful mood. For either choice, there was an undertone of familiarity, convenience, and consistency.
The second option, “The Red Hex”, spoke to a collective state through a symbol we all recognize: A stop sign. We’re all constantly immersed in the hustle and bustle of life and there’s no guilt in stopping and letting someone else take the wheel for a while. Also, the color red is bold and decisive. The word “hex” has an air of magic within it. There’s a certain attraction to the name which is fitting of the act of ordering in.
For the last option, we presented the name “fed”. Food and entertainment delivered. This acronym evokes certainty. We are explicitly who we say we are. The name is memorable, the past tense of a word we’ve grown up with. It’s strong: the word itself has only positive associations. Design-wise, it works well in a logomark and also fits seamlessly into brand messaging.