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CREATING

MADE BY YOU

With the growing popularity of meal kits, Philadelphia approached 20ten to help them create a brand within this space. Insight led them to understand that whilst the brand resonance was massive the application of what was often created with the product was quite restricted.

The challenge was set to create a brand which connected with the foodie audiences and introduced them to the world of recipes featuring the infamous soft cheese.

WHAT'S IN A NAME

As part of the development process 20ten worked with Mondelez to give the activation a brand name that This created a versatile key art that could be split out if specific titles were the focus, or used as a whole for the wider campaign. This created a versatile key art that could be split out if specific titles were the focus, or used as a whole for the wider campaign.


The final name of ‘Made by You’ was created to fit with the overall brand tone of direct, bold and without fuss. This simple statement became the driving mentality behind the overall brand development.

A HANDMADE LOGO FOR HANDMADE RECIPES

With the conversational personality we wanted for the brand it was felt that the main typography, including the logotype itself, was hand created delivering an informal confidence. The brand was your new best friend in the kitchen showing you innovative and exciting taste ideas.

MAKING THE BEST FIRST IMPRESSION

It was important that every execution of the brand reflected the same personality that had been created when developing the brand visual language.


The packaging that the recipe kits arrived, the online presence right the way through to the recipe videos that accompanied each dish were all developed by 20ten to maximise impact and deliver core brand consistency.

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