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Creating a Bolder Brand Direction for a Fast-Growing Food Business
PROJECT SNAPSHOT
Client: Plan Burrito
Industry: Food & Beverage / Hospitality
Services: Brand Strategy, Campaign Concepts, Consumer Insight, Advertising Creative
Timeline: Created while serving as Creative Director at S2Tribe (formerly Serendipity2)
THE CLIENT'S CHALLENGE
Plan Burrito required a fresh visual direction capable of connecting with target audiences in a more meaningful and commercially effective way.
The existing brand lacked the energy, clarity, and audience relevance needed to compete effectively within a crowded food and beverage market.
Strategic Approach
Using consumer insight research and experience gained from previous hospitality and FMCG projects, we developed a series of campaign concepts designed to reposition the brand and improve audience engagement.
This included:
- Audience insight analysis
- Campaign positioning concepts
- Messaging strategy development
- Multi-channel creative exploration
THE DESIGN SOLUTION & EXECUTION
We created a bold and vibrant campaign direction designed for rollout across both digital and print channels.
The concepts focused on:
- More engaging audience-led messaging
- Stronger visual personality
- Contemporary campaign styling
- Greater consistency across touchpoints
The creative approach was extremely well received by the client and led to discussions around a full company rebrand and wider brand rollout.
THE RESULT
- Strong positive stakeholder feedback on campaign direction
- Secured approval discussions for a wider rebrand project
- Developed a clearer audience-focused creative strategy
- Created a more commercially engaging visual direction