Kruti Berawala, Co-Founder, Stratedgy tells us how food companies can build a signature brand.
A few of our recent projects are Ziaho Chocolates, Bagrry’s, Rockit (Energy Drink), The House of Rohet, Communion, House of Amel, and Debbie’s Kitchen.
For food and beverage (F&B) clients, branding strategy differs significantly from other sectors due to the highly sensory and emotional nature of food experiences. When people decide where to eat, order from, or what food or beverage to buy, the brand’s name is often the first element they notice. This name immediately begins to set expectations—whether it conveys a sense of trendiness, comfort, or exoticism.
After the name captures attention, the branding elements—such as menu design, language, packaging, and signage—further shape consumer expectations. These components work together to create a cohesive brand experience that promises a specific atmosphere.
In the food and beverage industry, emotions play a huge role in decision-making. Customers connect with brands not just through taste but through storytelling, visuals, and experiences that appeal to their emotions. Since food is inherently a multisensory experience, branding for F&B clients must consider how elements look, sound, smell, and feel to fully engage the senses and enhance the dining experience. The focus is on building brand recall, customer engagement, and creating a sense of belonging.
What are the key elements that you believe make a strong and effective brand identity for a food or hospitality brand? What role does storytelling play in this process?
A strong brand identity for food or hospitality brands involves elements like a memorable logo, consistent visual language, and a unique tone of voice. Storytelling plays a crucial role in making the brand relatable and building customer loyalty. Sharing the story behind the brand, ingredient-sourcing adventures, and behind-the-scenes kitchen anecdotes, helps in forging a strong connection with customers. These stories don’t have to be groundbreaking, but they must be captivating, drawing patrons into the world of the brand, and allowing them to explore new tastes and experiences.
For instance, enhance a wine-tasting session with stories of the vineyard, or elevate a dish with the tales of the spices that make it what it is. Let the narratives unfold. Stories work, almost always.
How does packaging design influence consumer emotions and perceptions of food?
Packaging structure and design is your silent salesman. It makes a strong first impression, that can set the tone for the entire brand experience. Good packaging design will always create an easier foot in the door for your brand, reinforcing that good design is good business.
We integrate consumer preferences by conducting thorough research to truly understand our target audience. By combining research insights with intuition, we create brand systems that deeply resonate with consumers. Our approach steers clear of generic templates, ensuring our brands stand out and authentically represent the business amidst a landscape of similarity brought about by templated work.
How do you design the strategy for a food brand looking to scale up through the franchise route? How can a growing brand like a restaurant maintain brand consistency as it increases franchisee outlets? What strategies can be employed to ensure brand integrity?
Designing a strategy for a food brand expanding through franchising involves a balance of growth and consistency. To maintain brand integrity and consistency across franchise outlets, clear brand guidelines, thorough training programs, and open communication are crucial. Centralising marketing efforts, standardising menus, and implementing quality control ensure a consistent brand experience for customers, across all outlets. These actions could help uphold the brand’s identity and build trust and loyalty among customers, as the brand franchisee grows.
Does packaging contribute to the overall brand experience of food products? Can you share examples of innovative packaging designs that have enhanced the brand perception of a food product?
Packaging plays a key role in enhancing the overall brand experience of food products. Innovative packaging designs can create a lasting impression on consumers, conveying the brand’s values and quality before they even taste the product. Examples like House of Amel, the revamped Bagrry’s offerings, and Ziaho Chocolates showcase how distinctive packaging design can differentiate brands in a crowded market, leading to increased brand recall and consumer engagement.
How is the trend towards personalised packaging impacting consumer engagement and brand loyalty?
Personalised packaging is reshaping consumer engagement and brand loyalty. It adds a touch of exclusivity, making customers feel special and valued. It transforms the unboxing experience, sparking excitement and forming emotional bonds with the brand. By incorporating features such as QR codes or personalised messages, brands can captivate customers, connect with them on a deeper level and create experiences that are memorable.
In the context of online food ordering and e-commerce, packaging must do more than just look good. It needs to ensure that the food reaches customers fresh and secure (and sometimes hot), reinforcing trust in the brand.
Consistency in branding is essential; each package should mirror the brand’s core values. Sustainable, compact, and stackable packaging solutions demonstrate environmental consciousness and enhance the unboxing experience. This approach to packaging can create memorable brand interactions that go beyond the initial purchase, supporting long-term consumer engagement and loyalty.
What advice would you give to culinary entrepreneurs who are just starting out with a limited budget for branding?
Even with a limited budget, it is important to focus on key elements such as a memorable name and logo, consistent visuals, and compelling messaging will go a long way. Investing in your brand creation early on sets the stage for success and growth in a competitive market.
Think about it this way – good branding sets you apart from the competition, builds trust with customers, and keeps them coming back for more. It is important to set the right tone of messaging to leverage more opportunities to the business’s advantage.
Remember: a solid brand identity from the start will always pay off significantly in the long run.
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