A leader in attendant-free food and drink, Selecta had new leadership, ambitious growth plans and a transformational business strategy. There was a need to reposition and reinvent the brand: to boldly signal change and highlight it’s about so much more than food vending, to unify and support the ‘One Selecta’ strategy, to generate pride and drive change internally. Above all, to look beyond food and drink, and build the brand around what the offer really delivers to its end consumers.
We rebuilt the brand around the uplifting ‘Joy to go’. Used as a strapline, it highlights Selecta isn’t about vending but the deep satisfaction a great ‘on the go’ food and drink solution can ultimately deliver. Though the logo remained, the visual language is loud, proud and vibrant. From the ‘joy line’ and rhythmic typography, to the warm colour palette and gradients, and imagery of ‘dancing food’ and happy people, the brand has delivered unity and transformed perceptions.
Visit the Selecta website
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Former Group Brand, Marketing & Communications Manager, Selecta
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