Dan and Guy – two expat Brits living in Dubai, missed their quality homemade lunchtime sandwiches that they once enjoyed back home in London Delis like ‘Pret a Manger’. The only solution they saw was to come up with their own concept. However due to the ongoing competition from existing small food service companies, Picnic Basket was looking at an impressive way to gain brand awareness and make an emotional connection with the 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 its audience, who were longing for that homemade sandwich.
A hand-drawn picnic basket shape made up of the letters of the name and food one would find in the basket became the brand signature. This gave a real-world homely feel to the brand and set the brand apart from the polished corporate looking brands.
Packaging was wholesome, warm and friendly giving a picnic basket feel to the product that appealed to a niche crowd. Jpd also developed a range of packaging that gave a brand feel and communicated well with the consumers.