DIGITAL & RETAIL STORY MAKEOVER
EVERGREENS
The fastest-growing fast-casual chain in the Pacific Northwest needed a brand story refresh across online and offline assets, including a new tagline, mission statement, website copy, and design. They also wanted practical strategies to drive specific sales objectives like increasing higher-margin wrap sales, driving online ordering to reduce wait times in store, and promoting seasonal offerings.
Deliverables
- Brand story, voice, and positioning
- New web design and copy
- Brand tagline reimagined
- Brand mission statement updated
- Instore signage design and copy
Home page story revamped
Transformed the home page story by shifting perspective from what they do, to why it matters, through copy.
Approach
After meeting the client and conducting in-depth research on competitors, customers, and employees, a new Brand Positioning Guide that defined the client’s fresh, snappy, and youthful brand voice, story, and position was developed. Followed by a completely fresh take on the mission statement, brand tagline, in-store signage, and web copy.
A collaborative process with all stakeholders ensured that objectives were aligned, following a specific hierarchy. We then applied those priorities across every online and offline touchpoint through design and copy.
Featured salad rebranded
Increased the featured salads’ sales by rebranding ‘Featured salad’ as a chef-designed ‘Salad of the month’.
Orders page refreshed
Increased mobile app downloads and wrap orders by focusing on faster orders and speed as a benefit.
Seasonal orders repositioned
Increased seasonal salad orders by emphasizing seasonality, and changed misperception from old/new menu to year-round/season menu.
Careers page redesigned
Highlighted company culture and opportunities to direct applicants to the HR portal by using the website, increasing applications.
BRAND TAGLINE
Repositioned brand with new tagline focusing on the why: healthy and convenient.
