Delivering fast food pleasure without the guilt
Howie Roll is a company built on the strong personal convictions of two food and hospitality proffesionals to do better. They tasked themselves with the mission of making vegan options more easily available, to an audience as wide as possible. Contributing to a food revolution that is building more and more momentum. Together we bundled their ambitions to the core values: Pure, fast and fair: Pure Product, Fast Delivery at a Fair Price point from a buy-in as well as consumer perspective. By this time CIRCUS was also all-inn, and from there on joined the venture as co-founders.
Implementing the methodology and codes of global fast food chains
In close collaboration, including multiple work shops sessions, we worked out all the details from all angles. From naming, to tasting sessions, to defining signature poses in food photography. Inspired by tried and tested methods from the fast food category, now reconsidering these learnings ‘for the good’. So Howie got it’s name and from there on we we built all the elemnts of the brand identity with scaling up in mind. Ready for global roll out, eventually.
Modular Brand Assets, Formatted Communication pillars, The Menu Concept, Distinct product naming and tag lines. Bold in look & feel. Set in a Superhero font, Classic Red & Yellow fast food color palette, even a veggie family of playful Brand Mascottes and a kids menu box. All at a competing price points like the big boys have.
Howie’s 5-a-day
A brand with an activist soul, with a task, to bring about a vegan food revolution asap. So its important to communicate efficiently and consistently across all touchpoints. To ensure coherence we developed five content pillars to direct all communication. From brand activation formats for launches to social content strategy, to creative briefs for POS materials and staff onboarding practices.
You can’t always get what you want
Howie Roll opened the first fast casual restaurant… and last (unfortunately for now) in the wrong place at the wrong time. A short lived endevour. Despite burning ambitions, huge efforts by the whole team and all the best intentions. It proved to be a hard battle against the fries offered next door. A fight lost, but gained a wealth learnings that we have taken on board. Howie will Roll out again, in one form or another. To be continued.
Work
Collaborators
Ninetynine – Interior Architects
Sarah van Meers – Graphic Design
