Creating a student food outlet brand
Project: Fuel brand identity development
Client: The University of Northampton
The University of Northampton catering had become stale. Sales had been falling year on year as students chose established high-street food outlets to get their lunch quickly.
After our initial meeting it was clear that a new focused brand was needed to attract customers back now that the food offering was to be reinvigorated. What kind of brand would communicate with students? A bold, colourful and easy to access one. We developed Fuel so it detached the food outlets from the previous model. We knew that students use brands like Greggs and Costa so worked to develop an identity that fits alongside and competes with them.