Dan and Guy – two expat Brits living in Dubai, missed their quality home made lunchtime sandwiches that they once enjoyed back home in London Delis like ‘Pret a Manger’. The only solution they saw to fore fill that wish to live in Dubai and enjoy wholesome Sarnies was to start a humble ready meal business called ‘Picnic Basket’; with the idea of going office-to-office to the many business hubs and commercial towers within Dubai.
Due to the already massive competition from existing small food service companies, to the more established international brands such as Subway; Picnic Basket needed an impressive brand to gain brand awareness in this highly competitive market and make an emotional connection with the company’s target-audience.
JPd was engaged to develop the Brand Strategy and Brand Identity to help establish the retail food service and catering company within Dubai. Building a brand position around the idea of ‘Food made from the heart’, the brand built an emotional connection with an audience longing for that sandwich your mum would of made, to the idea if you had all the ingredients in your own pantry and you had a love of food, what would be in your sandwich, salad or soup be filled with.
A hand-drawn picnic basket shape made up of the letters of the name and food you would find in the basket became the brand signature, with a hidden heart in the middle. This treatment gave a real world homely feel to the brand set the brand apart from the polished corporate looking brands already commonly found within the market.
The tone of voice was cheekily signed off with ‘XX’, which would appear on all communication sign-offs from email signatures to the packaging of the salads.
Packaging was wholesome, warm and friendly giving a picnic basket feel to the product that appealed to a niche crowd. JPd developed a range of packaging that would continue the existing brand feel and communicate with consumers.
Scope of Project