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 a little surprising when they found 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 additional problem was that many of their audiences didn’t know who was behind the different brands. It was time to review.
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.