Differentiating a lunch delivery brand in a crowded market.
Eat Club Brand Strategy, Identity Design & Marketing Campaign Development
Eat Club is the largest business-focused online lunch delivery company in the United States. They work with top local restaurants to provide lunches and snacks that are prepared fresh daily, and delivered on-time, every time.
But with online food delivery becoming a new trend, Eat Club realized they needed to differentiate their brand from the competition. They approached us to help them rebrand and relaunch Eat Club with brand marketing – starting in Los Angeles and eventually rolling out to their other key markets.
We provided the thinking. They provided lunch.
A hunger for a brand with soul.
Eat Club gave us the keys to their brand, as we helped them rethink, rewrite and redesign the very essence of who they are as a company, and what they hope to be. No small task.
We partnered with them to reimagine their brand, from messaging strategy through visual identity. We were not only setting up the LA relaunch, but laying the groundwork for a holistic brand shift.
Introducing the Lunch Guru.
We needed to do something that would grab people’s attention. And we needed to establish Eat Club as something different than Eat24, Grubhub, Sprig, Munchery, and whatever other new online food delivery start-ups have started up in the time it took to type this.
So rather than compete over quality of food or delivery times or other boring logistics, we decided to transcend the conversation in this category.
We introduced people to “The Lunch Guru.” A character whose sole purpose in life is to make eating at work a more fulfilling experience. He believes a good lunch can make anyone happier and more productive at work.
He shared his philosophy via youtube videos, social posts and paid digital media–all driving to a landing page experience that beckons like-minded believers to follow his path to a more enlightened work lunch experience.
“Strategic and creative courage are distinct competitive advantages in today’s overcrowded advertising environment, and Teak’s team of disruptive thinkers have been instrumental in shaping our brand and supporting our growth.”
