The market is moving in a very positive direction for the Lincoln brand Good Lookin Cookin, suppliers of healthy hot school meals. The 10 years since their launch has seen the expansion of the universal free school meal system and the rising profile of nutritious meals to fuel young learners. The Lincolnshire team at Good Lookin Cookin were in a good place to respond to these opportunities, they were known for their commitment to local produce and high-quality ingredients, as part of balanced, cost-effective meals. Yet the market was proving competitive, which prompted a call to Systematic about their brand logo design.
The Good Lookin Cookin team had a marketing campaign on their shopping list, yet we could see that the Lincoln business had outgrown its initial brand identity and were due a new logo design and brand refresh. First impressions needed to match the evolving vision of the family business; so we set to work with their top-team, seeking to refresh their brand, making it stronger and more relevant.
Our Creative Studio worked with the same base ingredients, the business name and colour scheme. High quality ingredients became central to the logo redesign and brand development concepts. Our Graphic Designers illustrated food characters, reflecting personalities in the business, including Carol Carrot and Sam Spud! The design made an emotional connection, helping to shift the mindset of their audience; Good Lookin Cookin were to be an authority on healthy eating, not just a supplier of school meals. This gave them a platform for other projects, including their free cookery clubs.
Our designers applied the new logo design and branding across Good Look Cookin’s digital presence, with a new, mobile friendly, website design. The new brand identity proved impactful on their growing fleet of vehicles and everyday resources used by the team, from stickers to aprons.
Beyond the children and families that engage with the brand, the business markets itself to schools, seeking to secure contracts to provide their hot school meals. Visuals were adapted for this different audience and reflected in leaflets, folders and exhibition resources. They had the intended impact and since the brand relaunch, the team have seen 30% growth in the number of schools that they work. Good Lookin Cookin is now increasing its capacity through its premises and team.