Building a brand that delivers a personalised, planet-based diet

Question: what do you do if you want delicious, planet-friendly food specifically tailored to your body’s needs and delivered to your desk?

Well, nothing. Because such a service doesn’t exist.

But the brains — and cooks — behind Feed Me Seymour are changing that. Their DNA-based meals don’t just promote mental and physical wellbeing, their menus are prepared by Michelin-starred chefs to boot. And because they’re mostly plant-based, they’re as good for the planet as they are for you.

With the concept and people in place, what they needed was a brand to plate up their offering — and serve it in style. 

It’s in their DNA. Literally.

Understanding their customers’ DNA is vital to Feed Me Seymour’s healthy-living proposition. Made sense to us, then, that the same idea should apply to making their brand a mouthwatering prospect to its customers.

Inspired by this thought, we created a brand essence formed from ‘DNA’, literally — ‘Delicious, Nutritious, Accessible.’ These were the three brand pedestals upon which their design and messaging would sit.

That meant creating a brand that looks as delicious as the product. A brand whose communications had to espouse its nutritious benefits, for people and planet. And a brand that was accessible for those wanting to improve their eating habits without the hassle.

Getting the recipe right

We know that great food depends on the vision of the people making it. A brand is no different. To help manifest Seymour’s vision, we gave them an Explorer archetype, both to reflect the team’s adventurous spirit and as a way to inspire pioneering, purpose-driven branding and communications. 

We also formulated their mission, vision and value proposition, so that any member of the Feed Me Seymour team can immediately understand what the business stands for and how it should present itself at all times.

Finding Seymour’s voice

With the brand defined in theory, it was time to rustle up some creative in practice.

First up was a tone of voice that positions Feed Me Seymour as a proactive, positive force in a world beset by dietary and climate issues. While Seymour’s food may be of rare quality, our tone of voice conveys a sense of everyday charm and simplicity — a nod to the brand’s accessible DNA.

Looking good enough to eat

With the tone set, we then crafted a rich, inviting aesthetic reflecting the provenance, skill and quality 

of the brand’s proposition. Intense colours and elegant fonts combine with close-ups of delectable foods to create a look that’s every bit as inviting as the food Feed Me Seymour serves up.

This is all encapsulated by a logo that shows the brand’s playful, accessible side; one that says, while the mission couldn’t be more serious, there’s still fun to be had in completing it.