Feastly
Strategy, Branding, Collateral
Goodness for your table
Well-established Sydney Hospitality group, Catering Project enters a market teeming with different options for meal delivery but somewhat lacking in quick, convenient and quality-driven grab'n-go meal choices served with home-style appeal and nostalgic comforts.
BrandWorks was engaged to assist with brand strategy and brand identity to establish this new brand in the market. Feastly seeks to appeal to young affluent professionals and families that place value on quality time and mindful eating. The identity of the company is in the ‘Newtro’ style - bold, nostalgically eye-catching and memorable with also being an honest and a no-fuss presenting options for meals, lunch and dinner. With the focus on the benefit of fresh food, made daily as opposed to freezer aisle family meals, by going with Sydney Catering Co, you are making the best choice for your health, your family and your wallet. Food for the masses, straight to your door.
Approach
Noticing that many busy mums, families and working professionals often resort to fast food and unhealthy snacks due to a lack of time and energy to prepare healthy meals. Catering Project decided to create a solution that combines wholesome and nostalgic flavours with convenience and affordability. Feastly is a takeaway kitchen that serves quality food made from wholesome and healthy ingredients and seasonal produce for busy mum and kids and working professionals who want good food without the hassle.
Feastly’s target market is busy families and working professionals who value convenience, health, and taste. The brand identity builds on a nostalgic and wholesome brand that resonates with the customers. The logo and packaging feature vintage-inspired designs with earthy tones and rustic elements. The photography style and art direction follow this retro-style, dialling up memory lane with a menu that includes classic comfort foods like roast chicken, mac and cheese, and pot roast, as well as seasonal specials like roasted butternut squash soup and apple cider pork chops. Made from scratch using local and organic ingredients, the brand’s message emphasizes the use of wholesome and healthy ingredients, the convenience of takeaway meals, and the nostalgia of homemade flavours.
The ingredients are sourced from local farmers and suppliers who share Feastly's commitment to quality and sustainability. The menu changes seasonally to showcase the best ingredients available, and customers can order online or through the Feastly website. The food is packaged in biodegradable and compostable containers to reduce waste and minimize the environmental impact.
Result
Feastly aims squarely at attracting a loyal customer base who appreciates the convenience and quality of the food. The Catering Project plans to open and expand by opening its Feastly takeaway kitchens in strategic locations across Sydney and greater metropolitan. The new brand aims to build a loyal customer base and differentiate Feastly from other fast-food options and frozen ready-to-go meals. It aims to maintain its focus on providing customers with the best quality food and service while remaining true to its nostalgic and wholesome roots.
Opening soon.
