Crafting a cheeky NDIS champion.
Able Foods is a leading NDIS provider of ready-made specialty meals, co-founded by Dylan Alcott. We were asked to refresh their brand as part of the business’s acquisition by the Kinela allied health group. Able Foods had strong foundations but its branding didn’t communicate its vibrant spirit effectively enough. It also faced increasing competition from other providers. How could we set them apart?
Client:
Able Foods
Partner agencies:
Three Scoops, Sondo
Services:
Brand strategy, Tone of voice, Copywriting, Marketing strategy
Chasing dreams.
Able Foods helps its clients improve their health and live with dignity, but its goal was to help them go further than that: to chase their dreams. Workshopping this with the executive team, they quickly agreed we could energise the business by repositioning it around that motivating belief: Everyone has a right to be remarkable.
We would bring this to life through a new brand personality, shaping all future marketing to embody the qualities of being Playful, Bold, Switched On and Real.
Using this personality as a guide, we created a new set of brand key messages.
These staked out a more aspirational role for Able Foods in its clients’ lives: helping them tailor “a champion diet for a healthier and happier life”.
The messages also embraced colloquial language like “damn delicious” and “relax and dig in” to convey Able’s lively, playful philosophy.
A brighter look.
Able Foods’ logo and “smiling bowl” device bounced with positivity. But they were let down by the stolid red and navy blue palette that dominated the brand. We recommended adding a range of other lighter, brighter colours complementing these, which would visualise Able’s passionate embrace of life.
Owning nutrition.
Able Foods uses industry-leading nutritional guidelines specifically crafted to the health needs of people with disability. But the guidelines weren’t well understood by clients, and competitors in adjacent spaces such as weight loss were starting to market to NDIS customers, advertising their own generic guidelines.
To counter this threat, we worked with Able Foods to consolidate their guidelines down to a definable number, and then brand it with a name: The Magic 8.
This made their nutritional value more memorable, easier to understand and created a valuable new brand asset for the business.
