Kitopi
A Food Utopia
When Brand Revolutionised the Way We Think About Food
When Brand
Revolutionised the Way
We Think About Food
How we developed Kitopi’s brand strategy identity to drive its transition from b2b to a consumer-facing business.
Six years post-launch, Kitopi was ready for its next phase of growth. Having evolved from the initial cloud kitchen model to launching their own brands, acquiring leading fast casual restaurants, – the natural next step was to transition from a start-up to a scale-up and serve the consumer directly.
How we developed Kitopi’s brand strategy identity to drive its transition from b2b to a consumer-facing business.
Six years post-launch, Kitopi was ready for its next phase of growth. Having evolved from the initial cloud kitchen model to launching their own brands, acquiring leading fast casual restaurants, – the natural next step was to transition from a start-up to a scale-up and serve the consumer directly.
How we developed Kitopi’s brand strategy identity to drive its transition from b2b to a consumer-facing business.
Six years post-launch, Kitopi was ready for its next phase of growth. Having evolved from the initial cloud kitchen model to launching their own brands, acquiring leading fast casual restaurants, – the natural next step was to transition from a start-up to a scale-up and serve the consumer directly.
Brand Strategy
Brand Identity
Disruption in Food Consumption Habits
Primed and ready for a shift in food consumption habits. The pandemic was a catalyst for the ever-growing reliance on food delivery apps and therefore the business of cloud kitchens.
With a reliance on speed and convenience, variety of choice was the next big win.
Kitopi, had disrupted the fast casual food category by introducing an innovative approach to food preparation through its operations - this enabled them to satisfy many different appetites through the power of tech and streamlined operation.
To capitalise on their unique position, we set out to develop a consistent narrative that served to build equity for Kitopi across its many touchpoints.
Primed and ready for a shift in food consumption habits. The pandemic was a catalyst for the ever-growing reliance on food delivery apps and therefore the business of cloud kitchens.
With a reliance on speed and convenience, variety of choice was the next big win.
Kitopi, had disrupted the fast casual food category by introducing an innovative approach to food preparation through its operations - this enabled them to satisfy many different appetites through the power of tech and streamlined operation.
To capitalise on their unique position, we set out to develop a consistent narrative that served to build equity for Kitopi across its many touchpoints.
Primed and ready for a shift in food consumption habits. The pandemic was a catalyst for the ever-growing reliance on food delivery apps and therefore the business of cloud kitchens.
With a reliance on speed and convenience, variety of choice was the next big win.
Kitopi, had disrupted the fast casual food category by introducing an innovative approach to food preparation through its operations - this enabled them to satisfy many different appetites through the power of tech and streamlined operation.
To capitalise on their unique position, we set out to develop a consistent narrative that served to build equity for Kitopi across its many touchpoints.
The Process: Aligning on Vision and Structure
The Process:
Aligning on Vision
and Structure
The Process: Aligning
on Vision and Structure
Freedom designed a collaborative discovery process that was designed to gather a deep understanding of the Kitopi’s complex operations and the long-term vision and ambition that supported the move into a consumer-facing business.
-> Discovery Sessions
-> Industry Research
-> Workshops
-> Brand Audit
-> Site Visits
-> 1:1 In-Depth Interviews
Through our exploration, we were able to uncover the core consumer offering and the problem Kitopi will be solving for them, in addition to mapping the different parts of the business and how they connect to the customer in order to define how we would speak to them directly.
The process also highlighted the need for a suitable brand architecture to enable the future-desired state of being a go-to-destination and cover a multitude of possibilities, including any future brand acquisition.
Freedom designed a collaborative discovery process that was designed to gather a deep understanding of the Kitopi’s complex operations and the long-term vision and ambition that supported the move into a consumer-facing business.
-> Discovery Sessions
-> Industry Research
-> Workshops
-> Brand Audit
-> Site Visits
-> 1:1 In-Depth Interviews
Through our exploration, we were able to uncover the core consumer offering and the problem Kitopi will be solving for them, in addition to mapping the different parts of the business and how they connect to the customer in order to define how we would speak to them directly.
The process also highlighted the need for a suitable brand architecture to enable the future-desired state of being a go-to-destination and cover a multitude of possibilities, including any future brand acquisition.
Freedom designed a collaborative discovery process that was designed to gather a deep understanding of the Kitopi’s complex operations and the long-term vision and ambition that supported the move into a consumer-facing business.
-> Discovery Sessions
-> Industry Research
-> Workshops
-> Brand Audit
-> Site Visits
-> 1:1 In-Depth Interviews
Through our exploration, we were able to uncover the core consumer offering and the problem Kitopi will be solving for them, in addition to mapping the different parts of the business and how they connect to the customer in order to define how we would speak to them directly.
The process also highlighted the need for a suitable brand architecture to enable the future-desired state of being a go-to-destination and cover a multitude of possibilities, including any future brand acquisition.
Kitopi as One of Many Destinations
Due to the multi-layered and diverse nature of the business model, the consumer is able to have different relationships with Kitopi, both directly and indirectly through its owned restaurants and various experiences.
The consumer-facing brand strategy relied on building equity for the master brand alongside its portfolio, supported by an endorsement scale that defined the diverse relationships, to dominate the F&B market and create a greater footprint.
Leveraging who we are at the core and defining our master narrative.
Due to the multi-layered and diverse nature of the business model, the consumer is able to have different relationships with Kitopi, both directly and indirectly through its owned restaurants and various experiences.
The consumer-facing brand strategy relied on building equity for the master brand alongside its portfolio, supported by an endorsement scale that defined the diverse relationships, to dominate the F&B market and create a greater footprint.
Leveraging who we are at the core and defining our master narrative.
Due to the multi-layered and diverse nature of the business model, the consumer is able to have different relationships with Kitopi, both directly and indirectly through its owned restaurants and various experiences.
The consumer-facing brand strategy relied on building equity for the master brand alongside its portfolio, supported by an endorsement scale that defined the diverse relationships, to dominate the F&B market and create a greater footprint.
Leveraging who we are at the core and defining our master narrative.
The Food Utopia
We built an identity anchored in a platform that highlighted Kitopi’s ability to give our customers joy – no matter the touchpoint.
Positioning Kitopi as a utopia allowed us to invite consumers to world where they can experience the magic of food and its limitless possibilities.
We built an identity anchored in a platform that highlighted Kitopi’s ability to give our customers joy – no matter the touchpoint.
Positioning Kitopi as a utopia allowed us to invite consumers to world where they can experience the magic of food and its limitless possibilities.
We built an identity anchored in a platform that highlighted Kitopi’s ability to give our customers joy – no matter the touchpoint.
Positioning Kitopi as a utopia allowed us to invite consumers to world where they can experience the magic of food and its limitless possibilities.
When it Comes to Food, Think Kitopi
When it Comes
to Food, Think Kitopi
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Crafting a Whimsical and Magical World
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
We are a Mad Scientist with an Insatiable Food Obsession...
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Which for us, it's not just about creating or serving food
—it's about cooking up magic.
Extending the Surreal into Reality
It's about cooking up magic. Ruling a world where the possibilities of food creation are boundless and limitless. With a playful and inviting identity that encapsulates the magic.
It's about cooking up magic. Ruling a world where the possibilities of food creation are boundless and limitless. With a playful and inviting identity that encapsulates the magic.
It's about cooking up magic. Ruling a world where the possibilities of food creation are boundless and limitless. With a playful and inviting identity that encapsulates the magic.
The World of Kitopi
Beyond the visual identity, we went on to define the architecture and endorsement scale to interlace the newly-defined world of Kitopi with its diverse portfolio to ensure the magic extends through with every customer interaction.
The architecture is anchored in the "world of Kitopi" where we show direct links to owned concepts and active partnerships, while the endorsement scale focuses on the digital and printed communications touchpoints and relies on marketing objectives.
Beyond the visual identity, we went on to define the architecture and endorsement scale to interlace the newly-defined world of Kitopi with its diverse portfolio to ensure the magic extends through with every customer interaction.
The architecture is anchored in the "world of Kitopi" where we show direct links to owned concepts and active partnerships, while the endorsement scale focuses on the digital and printed communications touchpoints and relies on marketing objectives.
Beyond the visual identity, we went on to define the architecture and endorsement scale to interlace the newly-defined world of Kitopi with its diverse portfolio to ensure the magic extends through with every customer interaction.
The architecture is anchored in the "world of Kitopi" where we show direct links to owned concepts and active partnerships, while the endorsement scale focuses on the digital and printed communications touchpoints and relies on marketing objectives.
Credits
Creative Direction
Dave Johannson
Maya Lunda
Motion Design
James Weider
Design
Mike Smith