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We re-imagined their brand, changed their name, gave them a new identity and repositioned the business through a new website. Re-defining and launching their new brand allowed them to tune and reinforce existing credentials. It provided opportunities to drive awareness, start new conversations, galvanise relationships and foster new business enquires.
We were asked for our honest feedback on their current website. We provided a top down review of what we saw, both from an agency and customer insight perspective. This is what we uncovered:
A common mistake we see on websites is where brands assume their users know 'what' they do. Seeing EHO Chef through the eyes of a customer was key to nailing their what.
Drumroll please:
Their what:
Let's break this down:
Ultimately EHO Chef enables its users to find a chef to cook for them. Here they are inviting the user to explore their community of approved pro chefs and aspiring cooks.
Whilst the service is not just about providing chefs, from a customer perspective the term 'chef' is a collective and more relatable in this context.
EHO chef aims to break the common misconception that personal chefs are the reserve of the elite. The statement 'any occasion' promotes the openness and convenience of the service.
When we name a brand we follow 5 simple rules:
Out with the old
In with the new
We Dine stood out for us as being compelling, capturing a sense of community that's pivotal to the service and expressing, in short-form what it does on the tin. 'We deliver amazing dining experiences'
Our work started with a clear goal - to give We Dine a new brand identity that resonates with chefs and home diners. The new marque is honed from an original font-style and crafted to give it unique characteristics, like the soft serifs and reclining ‘e’. Lowercase letters also accentuates its contemporary look and feel. Naturally the marque adapts for different environments, and is partnered with a neat ident ‘w’ for digital referencing and wider application to merchandise. And we deliberately abandoned the fast-food red used in existing identity. Instead, adopting a mixed tonal palette, led by rich aubergine throughout the brand estate.
One of the advantages of how we design websites is that we deliver interactive, functional prototypes with high-fidelity UIs, rich interactions and animations. It behaves and acts just like the final website/app product.
Working like this means clients can test the user journeys at design stage rather than later in the development cycle (often a costly exercise to make changes at this stage)
Prototypes also give clients a much clearer picture of the design project as a whole, it's very hard to imagine how flat visuals (the old way) come together on different devices.
It's also easier to test, it makes handing over to the developers seamless and cuts out any guesswork. We have found it can reduce total project time by over 20%.
We deliver engaging experience through animation and microinteractions. These interactions can bring a project to life and they give users visual feedback when they have completed a task which is one key way to deliver great online experiences.
