Menu Matters
THE BRIEF
Build on this consumer insights / trend reporting consultancy’s deep ties to the hospitality industry to develop a more personable, engaging brand identity. Identify and articulate core areas of competency, distilling a lengthy services list and diverse client roster into an easily understandable, engaging summary of the team’s unique philosophy and approach to client relationships.
LOCATION
National
SCOPE
Brand Identity:
Taglines
Messaging
Logo Design
Custom Illustration
Brand Guidelines
Brand Assets:
Website Content
Squarespace Website Design
Print + Digital Collateral
Email Marketing
Social Media Strategy
COLLABORATORS
Genghis Kern, Letterpress
The Opportunity
Like many successful consultancies, Menu Matters' growth was largely fueled by personal connections and word-of-mouth referrals. Yet as the business rapidly evolved, their brand identity fell far behind—leaving a significant gap between this team’s outdated online presence and the dynamic reality of their day-to-day work. They also sought to bring a sense of warmth and hospitality to their branding, helping to differentiate their more insightful, personal approach from that of other stale statistics providers.
The Challenge
While clients Maeve and Mike’s sensibilities are largely informed by the world of hospitality, their client roster spans the entire F&B market (though the name “Menu Matters” had occasionally led to the misunderstanding that they solely serve restaurant clients). In turn, it was important that we find a way to highlight the hospitality-informed, human-centric ethos of the company, while clearly communicating the value of their approach to a wider range of potential clients.
The Strategy
As part of our branding work, we developed a series of abstract icons representing data, trends, culinary + connection to represent Menu Matters’ diverse areas of expertise. Complementing these icons, we created four succinct statements that highlight their unique value proposition, rather than relying on an overly detailed list of services.
THOUGHTS FROM THE CLIENT
“Our approach to consulting is a bit unorthodox, but Lauren and Carly listened without judgment—really listened—and understood everything we were trying to accomplish. They then translated that understanding into branding that was everything, and more, than I was hoping for. They were patient, responsive, and so very good at what they do. Our rebranding will last for another 10 years at least, and every time I see our branding in action my heart sings.”