Home Appétit
Home Appétit Meal Delivery Branding & Digital
Branding a Healthy Home Delivery Service with a Hint of Nostalgia
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Services
- Strategy
- Brand Identity
- Packaging Design
- Collateral Design
- Web Design
- Content
Home Appétit is a weekly meal delivery service for busy professionals,
families on-the-go, and anyone who craves a simpler and more flavorful quality of life.
Cohere was engaged to envision a comprehensive brand refresh including all major touch points for consumers online and via meal delivery. We took an approach that achieved three main goals: add personality, evoke nostalgia, and add depth. The result is a personable and flexible brand system that empowers the marketing team to reach new audiences weekly.
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Evoke nostalgia
We wanted to tap into nostalgia for a past (or not so distant past) where we had more time to cook, dig into a recipe, and prepare a meal for the whole family. Nostalgia for a time we’ve heard about from relatives- when milk was delivered in crates to your door, when you knew the mail carrier’s name. Nostalgia for brands and designs that have stood the test of time - Cuisinart, Kitchenaid, Better Homes & Gardens. This nostalgia feels intertwined with the approach to our food, our brand, and our approach to personal service.
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Add personality
We didn't want to come across as another “VC food delivery company” in a sea of tech-backed startups entering the space. Cohere wanted to ensure that the company was perceived as a homegrown brand owned and operated by local people who cook each family’s meals each week. Visually, we needed to convey more personality through typography, colors, and a whole new inventory of brand photography.
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Higher end, at-home catering for families in a rush.
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