Eden Foodservice provides premium contract catering services to primary and secondary schools, and academies. Today, operating nationwide as part of UK-based FTSE 250 company Interserve.
Eden provides catering services to over 450 schools through two distinct offerings. Food Farm provides nutritionally balanced meals to primary schools, while Food Hub provides exciting, healthy, high-street inspired dishes to secondary schools. Liven Creative was appointed to undertake a comprehensive rebrand.
Identity Design & Strapline
Liven Creative led a series of strategic workshops, we defined Eden’s target audiences, services, key differentiators, proposition to market and brand values. We then undertook a review of Eden’s existing brand in comparison with their direct competitors. The new identity not only builds on the Eden Foodservice brand’s distinct heritage, but also lays the foundations for a unique flat graphic visual styling.
We also created Eden’s new strapline, ‘Growing Partnerships, Inspiring Minds’. This reinforces Eden Foodservice’s partnership approach when working with schools, and how they educating and inspire youngsters while providing a great food experience.
The corporate brochure embraces the flat graphic styling and distinctive colour palette, and Liven also undertook copywriting for all brochure content. Meanwhile, all the images in the brochure were created using a combination of the leaf and apple shapes from the Eden Foodservice identity, ensuring standout visual styling. Small details such as the brochure’s rounded corners were inspired by the logo, and add character and warmth, while the debossed front cover helps reinforce Eden Foodservice’s 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 smoothly on all platforms and devices. The Eden Foodservice ‘leaf’ shape from the identity is used to hold images, and we created flat graphic images to use across the site.
Work included copywriting all content, and incorporating a full content management system so Eden can make changes directly – such as updating menus for parents to download.
To retain Eden Foodservice’s brand values, and to protect the brand’s evolution, we created a set of brand guidelines. These also ensure everyone communicating on the brand’s behalf – whether internal teams or external agencies – have clear parameters in terms of colour, typography, hierarchy and structure. The guidelines cover everything from how to use the identity digitally and in print, to creating signage.
As part of the rebrand for Eden Foodservice, Liven Creative also designed the stationery for multiple offices. The new business card, letterhead and compliments slip all have rounded corners to carry the new brand identity, while on the reverse they have a distinctive brand pattern, plus the strapline ‘Growing Partnerships, Inspiring Minds’.
A Few Kind Words
“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