| DineWise
2007 REBRAND 100 Winners > notable
Industry: Restaurants - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Challenge - Colorado Prime Foods, a trusted 45-year old veteran in fresh-frozen gourmet meals delivered directly to the home, felt their current identity restricted them from marketing themselves as a modern, tech savvy brand for time starved consumers in need of variety and nutrition, while preserving the tradition of family mealtimes. The company lacked specialized, coherently designed marketing and sales communications projecting a fresh, modern and simple image to their target audience — smart, busy women in their 30’s, married with children, and a $100,000 HHI.
Strategy - The goal was to position the company as a smart partner in meal planning. Creating an engaging name and tagline would communicate new values effectively, while emphasizing the company’s special strengths. Building a customized, yet integrated branding program would cement its position as the #1 solution for premium fully prepared foods provided with personal, friendly service.
Result - The new brand, DineWise, rethink meals, was successfully launched with a comprehensive program across all touchpoints —from package design, collateral and exhibit booth, to website, e-zine, online advertising, and traditional telephone customer service. The company has realized a marked increase in average order size and draws a loyal customer base.
Credits:
Client: DineWise - www.dinewise.com
Brand Strategist/Designer: Pisarkiewicz Mazur & Co - www.designpm.com
Creative Director: Mary F. Pisarkiewicz
Designers: Amy Hung, Allie Delgado, Eric Palmerlee
Writers: Julie Lange, Amy Feezor
Photography: Jennifer Levy, some stock
Printer: Integria
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