Kitopi
Revolutionizing 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.
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.
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.
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 Strategy
Brand Strategy
Brand Identity & Design
Brand Identity & Design
Brand Identity & Design
Primed and ready for a shift in food consumption habits.
The pandemic was as 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 pandemic was as 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
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.
The Food Utopia
Positioning Kitopi as a utopia allowed us to invite consumers to world where they can experience the magic of food and its limitless possibilities.
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
To be the leading creator and partner for boundless food experiences, we leveraged a positioning that allows us to offer a singular story across the diverse customer interactions that delivers an emotional understanding of the operations across our three key audiences.
To be the leading creator and partner for boundless food experiences, we leveraged a positioning that allows us to offer a singular story across the diverse customer interactions that delivers an emotional understanding of the operations across our three key audiences.
