In November 2015, we started to collect and analyse all information about competitors, and to define the potential audience interested in such online services. At that point in time, it was clear that food lovers were less and less keen to pay a premium price for groceries. Moreover, these consumers were also becoming more conscious about environmental and ethical issues and were not believing that the traditional retailers would treat their suppliers fairly and provide the quality food that consumers were expecting.
Authenticity at a competitive price was the starting point for our brand positioning.
First sketches of the typeface As authenticity and craftsmanship were key values of the brand, we developed a distinctive calligraphic typeface to bring these values to life.
The name La Family was already conveying direct connection, or closeness, between producers and buyers, as well as the link to food & kitchen. We, however, also wanted to express visually the warmth of this concept in the logo, through a stylised mouth similar to the smiley emoji.
All these elements are living inside a hexagonal "seal", that wants to be the distinctive quality stamp of La Family.
Building brand recognition goes by the consistent application of the brand identity, through all communication channels and vehicles.
That's why we applied it on all materials, from Facebook ads to web banners and newsletters, from e-mail signatures to letterheads, business cards, envelopes, shopping bags, stickers, personalised t-shirts, promotional gadgets, point of sales materials, brochures, etc. They are all important touch points with consumers where the brand has to be faithful to its positioning, look and tone of voice.
While visiting other online food-selling shops, we noticed a poor image quality when presenting the products and a lack of information about their production chain. Also, in most cases, site navigation was suboptimal due to unclear and scattered catalogues. That's why we built an intuitive endless-page website with all the needed background informations about the food and recipes, while keeping the Market page separated.
We shot in-house 20 table-tops of the finest products from Italy, which are La Family key visuals. Also, we continue supporting the e-commerce platform look&feel with our own photos for the online catalogue.
We built an e-commerce process that follows the entire consumer journey, including automation, abandoned cart follow up, newsletters and analytics.
In addition to the direct channel with the consumers, we created also a built-in e-shop in Facebook Messenger, in order to ease purchases and share the promoted products.
We also regularly feed new content to support communication campaigns, online activities and events.
While we were working on Carlo de Pascale's new Personal Branding, we proposed him to join La Family recipes channel on YouTube. This partnership took us further and the first La Family temporary corner was opened inside the Mmmmh! restaurant, a well-known place in town for cooking courses and workshops. During spring 2017, with online actions and videos, Moses promoted "The Italian Classics" workshop that was using the finest products of La Family's range to create the most authentic Italian recipes.
After that, in a few months, the online food platform of La Family had several collect point and dedicated corners located around Brussels, including the bio market L'Heureux Nouveau and the Garage à Manger, a trendy family Sunday brunch restaurant.
After we created a specific visual identity for this event, invitations to food bloggers and mailing list were sent, while an animated teaser was announcing the program through social media. The initially planned four dates were fully booked in a few days. The backstage photos by Photo-Phortraits.be testified the success of the evenings and provided more materials to La Family to engage with the community.
Teaser video animated by OTOMN.
Short videos are the best way to communicate on socials. Compared to plain text or even pictures, communication posts using videos have a higher rate of clicks, are more engaging and they are able to convey messages quicker and in a more appealing way. This GIF was created to announce the start of the new season olives pressing to La Family's community and liaise with the grouped purchase of the extra virgin organic olive oil.
During the online carbonara gate trend (the sacrilegious french variant of this famous recipe on YouTube), we posted the authentic Italian recipe on socials. Shot in one day, the video reached more than 5k plays only on La Family's Facebook page.