Feast

Calling curious foodies back to the table

The problem

As the first gourmet grocery to hit the scene in Charlottesville, Virginia, Feast Market & Café quickly won the hearts and palates of local foodies.

But with each year that passed, the local food landscape evolved, and new competitors began to creep in. Customers still felt the love for the brand, but it was more of a complacent love than a burning, “you HAVE to go there!,” love.

With a new owner at the helm and the Joe Smith team on board, Feast set out to make the shift from “old reliable” to most desirable.

Shopper intercepts and employee interviews led us straight to the strategic opportunity.

Capabilities

Customer Experience

Brand Roll-Out

Packaging & Environment Design

Verbal Identity & Messaging

Visual Identity

The unique value Feast brings to the table is how it creates a virtuous cycle of curiosity and community. The staff’s knack for enticing people to explore the world of food is what keeps customers coming back and competitors at bay.

The solve

A new brand platform, summed up by the tagline “Feed Your Curiosity,” emerged from the strategy, and gave way to a distinctive and lush visual language for the brand.

Experience principles dubbed “The Feast Five Senses” now inform everything from packaging and digital media to holistic experience design, attracting loyalists and newcomers alike.

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Results & ripple effects

The reimagining of the Feast brand delivered just the shot in the arm ownership had hoped for. A brand launch party attracted a record turnout and Instagram followers are increasing 3x as fast as before.

Most importantly, daily in-store sales have increased along with the average basket size per customer. The year of the brand rollout, Feast’s revenues – and staff morale – reached an all-time high.

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