A fast-growing convenience food company run by two brothers that marries the vibrancy of street food with a handheld snack. We’ve been on a journey with them since 2015, helping them evolve and achieve domination in the growing Food-to-go UK market. With an authentic product in hand, they needed a new brand name, website, a new visual language and a social media strategy that would communicate their passion for world flavours and convenience foods.
Setting the tone of voice
Jake and Naynesh are passionate about their product and despite other options for the brand name, research indicated it would be beneficial to personalise it and bring the owners to the forefront. The product range needed to stand out in a tough market dominated by busy people who have little time to spend on decision-making. Market research revealed the trends in the current Food-2-Go market and from there we determined the personal tone of voice and imaging for the brand.
With the name ‘Jake & Nayns’ chosen, we developed unique packaging designs to reinforce the provenance of the product. A see-through window in the wrapper tempts the buyer with a glimpse of the authenticity of the food. Since its relaunch, the new designs are responsible for a 15-20% increase in sales.
We brought the brand to life with a website that will be scalable as the business expands and art directed photoshoots to emphasise the authenticity of the product and visually reflect the exciting flavours and ingredients. For exterior marketing we designed artwork for a van so that they could attend food and student events and spread more awareness whilst out on the road.
To integrate the measures, we focused social media on the human dimension of the brand as well as the product being honest and authentic. We’ve adapted this strategy as the brand continues to evolve.
Earlier this year the products were listed in Sainsburys and Nisa and more recently in Spar, Budgens and Londis stores across the UK. We’re currently helping them develop more products in addition to their Naanster range, moving into Italian and Mexican hand-held foods.