Electronic point of sale and online ordering solutions for delivery and takeaway restaurants - created by restaurant people, for restaurant people.
Year
2018
Industry
Tech
The challenge
Andromeda had been in the electronic point of sale (epos) and online ordering market since 1993 - with a branding and marketing strategy that hadn’t changed. When competitors like Deliveroo and Just Eat came onto the scene and started cornering more and more of the market, it became clear that Andromeda needed a new look and feel, to keep up.
Andromeda needed more power and clarity in their messaging, with a fresh site design to match contemporary tech standards - and they needed it to be delivered in a matter of weeks.
Our process
Our brand transformation process engaged Andromeda staff at all levels, and compiled an all-access view of brand perception, and the company’s challenges and ambitions. From there, we reimagined Andromeda from the ground up, building a brand that would appeal to a wide range of food service providers - from the smallest independent servers, to multinationals and franchises. Andromeda’s primary customer base is time-poor, pressured, and revenue-focused: everything we delivered was designed to present Andromeda’s solutions as fast, effective, and easy to access.
With a newly created brand environment - which uses friendly, straightforward language, efficiently directs users to the products most relevant to their needs, and energises with an image-rich technicolour palette - Andromeda were ready to reposition themselves as leaders in the fast food market.
What we did
Creative conceptualisation
An intensive process through which we analysed Andromeda’s existing brand identity and trajectory, then rebuilt the brand to reflect the contemporary market and target users, respond to competitors, and create pathways for growth
Brand positioning resources
Including naming conventions, and tone of voice guidance
Brand environment design
Including updated site imagery and graphics
Social identity strategy
Strategy and creative guidance, with content pillars and ownable, actionable messaging territories
Result
After working with Cohesion Labs, Andromeda had a look and feel that matched their market and their ambitions. Detailed brand guidelines gave Andromeda the control to manage their brand into the future, with the renewed, inspiring value proposition that was needed to spur the company to new growth.
