Eden Foodservice provides a premium contract catering service to Primary, Secondary Schools and Academies. Today, operating nationwide as part of Interserve, a UK-based FTSE 250 company they provide catering solutions to over 450 schools via two distinct offerings: Food Farm, which provides innovative, nutritionally balanced meals to primary schools and Food Hub, which provides exciting, healthy, high street inspired dishes to Secondary Schools. Liven Creative were appointed to undertake a comprehensive contract caterer rebrand.
Following a series of strategic workshops led by Liven Creative we defined Eden’s target audiences, services, key differentiators, proposition to market and brand values. Following this we then undertook a creative review of Eden’s existing brand in correlation to their direct competitors. The new identity not only builds upon the heritage of the Eden Foodservice brand but also lays the foundations for a distinctive flat graphic visual styling.
Liven Creative created a new strapline for Eden Foodservice to not only convey key strengths of the business to their customers but to also reinforce to all existing staff that Eden Foodservice was changing for the better. The new emotive strapline reinforces Eden Foodservice’s partnership approach when working with Schools and by educating and providing a great food experience they will inspire all around them.
Sub Brand Identity Design
With the Eden Foodservice brand created Liven Creative were asked to create the sub brand identity design for their Primary offering, Food Farm. The Food Farm identity was concept led and visualises Eden Foodservices commitment to a farm to fork ethos, using natural, locally grown ingredients wherever possible.
The distinctive flat graphic visual language was developed to give Eden Foodservice a unique look and feel within the contract catering industry; each illustration uses a combination of either the circle or leaf shape from the identity as the basis for the illustration design.
The corporate brochure embraces the flat graphic styling and distinctive colour palette; Liven Creative was also responsible for copywriting all of the brochure content. All of the images throughout the brochure were created using a combination of the leaf and apple shapes from the Eden Foodservice identity, ensuring a highly distinctive visual styling. Small details such as the brochures rounded corners which were inspired by the logo, adding character and warmth whilst the debossed front cover helped to reinforce Eden Foodservices premium offering.
Liven Creative designed and built a fully responsive website for Eden Foodservice. The homepage incorporates fun animations, which featured as gifs to ensure they work across multiple platforms and devices. The Eden Foodservice ‘leaf’ shape from the identity is used to hold images and flat graphic images were created for the website.
Work included copywriting all content and incorporating a full Contents Management System (CMS) to allow Eden Foodservices to make changes directly with a menu download area for parents.
To ensure the Eden Foodservice brand value was retained and to protect its evolution we created a set of brand guidelines. Eden Foodservice brand guidelines reinforced their brand values and proposition and ensured whether internal teams or external agencies were creating Eden Foodservice collateral everything from how to use the identity to the creation of signage had clear parameters in terms of colour, typography, hierarchy and structure.
As part of the rebrand for Eden Foodservice Liven Creative was also asked to design the stationery for both Eden Foodservice head office and regional offices. The new business card, letterhead and compliment slip all have rounded corners which visually complimented the new brand identity, whilst on the back a brand pattern and the strapline ‘Growing Partnerships, Inspiring minds were visualised.
Liven Creative were responsible for the transformation of the Eden Foodservice brand. They helped us to stand out in what has become a far more competitive industry and we were really impressed with the results. A talented, creatively brilliant team.
Head of Eden Foodservice