BEEFSTEAK

All hail the kale (and the tomato).

Brand Transformation:

Brand Positioning
Brand Development
Art Direction
Verbal Identity
Photography
Packaging
Store Experience

SERVING UP GOODNESS FOR THE MASSES

The Challenge

Beefsteak had the bones of a great brand, anchored with work by the brother illustrators behind Brosmind. However, the team was struggling to move beyond the quirky illustrations and sell what they did best—high-quality, veggie-only meals.

Unleashing the unleashed

Creating the active position

As a new kind of fast-casual that celebrates the power of vegetables and puts them center stage, Beefsteak had some convincing to do. Their tagline 'Vegetables Unleashed' expressed the spirit of famed founder José Andrés, but the brand wasn’t being perceived as quality food. The team needed an internal position they could move towards: Real Delicious.

Personality meets crave-worthy

Brand action

Beefsteak is a culinary powerhouse, founded by one of the most famous chefs in the world. It needed to look as tasty as it was. As part of our repositioning, we identified the target consumer we wanted to enjoy 20 minutes of veggie delight. We worked with the team to cook up a new verbal identity and messaging strategy that cut through.

Food to get excited about

Brand action

Once the identity development was in place, it was time to take it to the street. We overhauled the menu from design to naming strategy, developed pop-up experiences where you’d least expect a veg—a stadium, delivered an OOH campaign, and created seasonal campaigns that brought the quality out in the best-for-you fast food brand in town.