| Unidine Corporation
2005 ReBrand 100: merit
Order of information below: Before Images, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - This client's original name was Summit Dining Services. They competed within national industry giants like Aramark Corporation, Sodexho Alliance andCompass Group. However, the name Summit Dining Services was long and unimaginative. It also failed to communicate a core business strategy: Tofocus solely on providing food and dining services management exclusively to hospitals and senior service facilities. Strategy - A new name was adopted as the cornerstone of an extensive rebranding effort. "Unidine" underscores the company's singular focus ("uni") on dining services ("dine"). The tagline, "Putting our expertise on the table", conveys the vast food services experience offered by Unidine's senior management team. Additionally, Davis & Partners implemented an innovative product strategy by naming Unidine's brand of food and dining services management "Connoiserve". The root word "connoisseur" immediately suggests a gourmet food experience, while "serve" reinforces Unidine's commitment to providing exceptional personal service. Result - Although the Unidine brand is just six months old, this body of work has met widespread acceptance by employees, customers and prospects alike. Importantly, the ability to demonstrate Unidine's unique brand of food and dining services management through its proprietary Connoiserve program further differentiates the organization in ways no competitor can equal. Credits: Client: Unidine - www.unidine.com Client Contact - Richard B. Schenkel Creative Firm: Davis & Partners - www.brandfocus.biz Creative Director & Designer: Tom Davis [back] |
