A workforce accommodation corporation initiated a sandwich-making program for its lodges.
One of the most common forms of personal, portable food is the brown bag lunch. It is unpretentious, made by yourself or someone who cares about you, and is associated with better quality than store bought. For an isolated worker, who may be thousands of miles from their home, there is the opportunity to tap into their emotions with solid, simple fare and a reminder of personalized service.
When you grab a wrapped sandwich, it’s often because you don’t have the time to sit down for your meal. You’re taking it with you because you’re headed out into the field and won’t be able to make it back to camp. This is good food for people on the go.
Combining the two concepts, we arrive at the name Brown Bag and the subhead Go Food.
As a brand, it is not the Virginia’s Deli of suburban lifestyle. The audience is more practical and direct, and we connect with them in language that speaks to their world. It is not as impersonal or generic as a convenience store brand.
We create the benefit of providing an experience no one else has. You can only get Brown Bag – Go Food at one of the lodges. We further extend their premium brand and set the quality expectations for their product, avoiding comparison with other offerings.
We begin with the basic brown of the paper bag. The logo is clear and simply rendered to be open, honest and inviting.
A handwriting typeface, reminiscent of a permanent marker or grease pencil on a sandwich wrap or a package from the butcher. Brown Bag ties into the HealthWize initiative, a program that notifies clients of health benefits and possible allergens in the food items they consume.
Informational pieces maintain straightforward language and an engaging manner. Bright, clear, open.