SERVD
branding / packaging / website / email mktg / collateral
SERVD was a new membership-based video streaming service launched in 2020 that offered live, virtual cooking workshops with renowned chefs. SERVD enabled people to get together virtually during the COVID-19 lockdown. Darling Design was hired to be the creative agency for the brand and was responsible for creating the brand identity and all that goes with it, as well as managing the website, customers and emails.
RESPONSIBILITIES:
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We responsible for all the creative needs of the brand. This included the SERVD logo, packaging, recipe cards, and presentations. We also created mood boards for and art directed teaser videos for each event.
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We worked with the warehouse to manage order confirmations and delivery and with vendors to ensure package design and collateral matched the brand design and colors. We detected delivery issues and communicated with both the warehouse and customers to make sure issues were resolved. We also managed subscriber lists for each event.
After the success of phase 1, we were responsible for researching and testing more advanced platforms that could be used for the brand.
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Designed and managed marketing emails related to each event. Each event had 4-5 emails that were sent, announcing the event, as well as reminders that included links to Zoom and the recipe. We also managed lists that were specific to each event.
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We designed the website on the Squarespace platform, as it was the most cost effective way to integrate all elements needed to make the process work. This included integrating Memberspace, Zapier, and Klaviyo. We created custom landing pages for each event and edited videos after each event and posted to website.
Darling Design was hired to create a visual identity that was bold and sophisticated and that would stand out and not be too cliché.
LOGO EXPLORATION
Our first round included a few variations of either a decorative food drizzle. Once the logo was chosen and finalized, we explored various logo marks that could stand with the logo or on it's own.
Packaging
Darling Design designed a custom box and interior packaging that the meal kit would be shipped in. We wanted a design that would stand out and make others take notice. The custom illustration on the box provided an elegant contrast to the thick, bold logo.
We also designed the double-sided menus for each meal kit that used delicious imagery and bios on the feature chef. The final touch to the meal kit was custom labels that were attached to the food containers.
