Telling great stories - Wolf Rock
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Great Cornish Food – A story of passion


With a passion “to help make Cornwall’s entire food and drink system tick – louder, faster and longer”, Cornwall Food and Drink works hard for its members, helping them to understand trends, develop good practice, tap into new markets and build food brands. Like many busy organisations they hatch ambitious plans and grab opportunities when they arise – so it was little surprise for them to find themselves managing various mis-matching brands: Cornwall Food and Drink, The Cornwall Food and Drink Festival, and a very successful book “The Great Cornish Food Book”. The problem was that many of their audiences didn’t know who was behind the different brands. It was time to review.

 

What we did

 

We listened carefully to the organisation and then recommended a clear naming strategy: to tell one clear story that communicates the passion of local food growers and producers, celebrating all things GREAT, consolidating under a single family of names:

 

  • Great Cornish Food
  • The Great Cornish Food Festival
  • The Great Cornish Food Book

 

With design help from Channel Creative we created the new brand and launched it, first at the 2014 Royal Cornwall Show, then at the rebranded Great Cornish Food Festival.

 

The new name and single branding has been very well received by members and wider stakeholders, and visitor numbers at the food festival increased. It was gratifying to be told ‘We’d like to say a big thank you to you – for all your help and work on the rebrand of the festival. We’ve had so much positive feedback on the look and feel of the festival this year and have succeeded in reinvigorating it not just for visitors, but also for us.’