Skfoods
Website & Branding
A fresh brand identity and website for a food supplier
Lead Time:
12 Weeks
sector:
Food
Target Type:
B2B
Services:
Website, Brand Strategy and Brand Identity
Built up over 19 years, SK Foods Limited’s life started at the rear of one of many restaurants owned by managing director, Shafiqur Kamaly.Having worked, managed and owned restaurants in the past enabled Shafique to understand restaurant demands. The idea was to eliminate the flaws of bad quality products and inconsistent delivery times provided by other suppliers.
The Challenge
The current logotype lacks distinction and is outdated, failing to convey a modern image. There is no cohesive design system for various collaterals and stationery, making the brand appear inconsistent. Additionally, the overall appearance is dull and unappealing, making the company seem small and unreliable compared to competitors. The objective is to revitalize the brand identity, creating a cohesive, modern, and appealing design that enhances the company's perceived reliability and competitiveness.
The Inspiration
After conducting competitor research, we found inspiration in the diverse range of products and used this to develop our logo concept ideas.
Scope:
Logo & Brand Identity
Menu Design
Package Design
Social Media Graphics
Business Card
Resources:
1 x Creative Director
1 x Graphic Designer
1 x Brand Strategist
1 x Digital Marketing Specialist
1 x Project Manager
Logo Concepts
We embarked on redesigning the logo to make it more modern and up-to-date. Given that the company's name includes the owner's initials, we decided to add a personal touch by incorporating unique elements such as special marks, custom lettering, or an interesting composition. It was crucial to highlight that S.K. Foods is an experienced and reputable company known for delivering high-quality food. Our aim was to develop an overarching brand concept that would ensure all media and collateral were designed in a cohesive style.
Identity Elements
We began by doing a thorough research and analysis to understand the market situation, the competitors, and the customer expectations. We also talked to the founders and staff of Franzos to understand their vision, values, and goals. Based on our findings, we created a brand strategy that outlined the core elements of Franzos’ identity: their mission statement, value proposition, brand personality, tone of voice, and target audience.
The Imagery
Inspired by the freshness of the sea and the heritage of poultry farming, SK Foods' rebranding focused on vibrant imagery showcasing the quality of their seafood and poultry. Bold visuals were curated to convey freshness and appeal, distinguishing SK Foods in the competitive market.
Typography
Typography was crucial in shaping SK Foods' brand identity, with fonts chosen to convey modernity and professionalism while maintaining an approachable feel. Clean lines and contemporary typography added refinement, aligning with SK Foods' commitment to quality and freshness.
Logo
As the cornerstone of the rebranding, the SK Foods logo was given a personal touch by incorporating the owner's initials. We developed a bespoke logo featuring various food icons, capturing the essence of SK Foods. This distinctive design highlights the company's heritage and commitment to quality, setting it apart in the market.
Colour palette
The color palette for SK Foods was intentionally minimalistic with gold accents to represent heritage. This choice was made to embody freshness and approachability, aligning with the brand’s commitment to quality and clarity while conveying a sense of cleanliness, trustworthiness, and rich tradition.
Collatorals Created
A range of collaterals was created to complement SK Foods' brand identity and strengthen its presence across various channels. From brochures to promotional materials, each piece was meticulously designed to reflect the brand's values and reinforce customer confidence in SK Foods.
Website
The re-branding and website gave the company a new contemporary look. The use of fresh and appetising imagery and colour pallet allowed the the companies produce appeal to a more wider market. SK Foods went along to a food exhibition in early 2016 and after there re-brand was complete. It was well received by the public and its targeted audience. SK Foods even made an appearance on “channel S’s” TV channel extending its reach and brand awareness.
The Impact
SK Foods has proven that a well-crafted brand identity paired with exceptional seafood and poultry can create an irresistible combination that resonates with customers and drives growth. With its fresh, high-quality products, SK Foods continues to impress food enthusiasts, setting new standards for culinary excellence and memorable dining experiences. We are proud to have helped SK Foods achieve their goals and express their passion through their brand identity.
Conclusion
Franzos has proven that a well-crafted brand identity coupled with exceptional cuisine can create an irresistible combination that resonates with customers and fuels franchise growth. With its flame-grilled piri piri chicken and burgers, Franzos continues to leave a lasting impression on food enthusiasts, setting new standards for culinary excellence and memorable dining experiences. We are happy to have helped Franzos achieve their goals and express their passion through their brand identity.
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