Bistroo
Ordering food the way it should be.
Challenge
Online ordering platform Bistroo had big ambitions: to grow from a Brabant-based start-up into a national e-commerce platform dedicated solely to the tastiest dishes from local vendors. To achieve this, building brand awareness was essential. With a clear brand story already in place, the founders hit a roadblock when it came to translating their unique message into communication tools. A message that champions delicious, local food served via a platform where restaurant owners can truly take control of their processes and feel like entrepreneurs again. Just as it should be. With full support, smart tools and a unique pricing model, Bistroo has a golden opportunity on its hands. In the meantime, Bistroo has outgrown North Brabant and can now be found far beyond the major rivers.
Results
Building on existing brand assets
Consistency and recognisability from multiple angles
Refinement of visual brand identity
Our concrete task: to develop a refined look and feel that could be rolled out across a regional multichannel campaign, both online and offline. This needed to stay true to Bistroo’s existing brand colours, typography and other graphic elements. We began by defining core creative principles: Freedom, Fairness, Ease, Customer-Friendliness, Personal Touch, and Consciousness. Just as it should be. In line with the values of “Customer-Friendliness” and “Freedom”, we opted for a pink-orange gradient that flows smoothly within the existing colour palette.
We then worked with the Ubuntu font, using it consistently for both headers and body copy. This led to the creation of a striking message bar to communicate key campaign messages. Additional stylistic elements – such as icons and bold circular visuals – were designed to highlight brand values and USPs. All these elements came together in a structured communication grid, with consistent layouts for various formats across on- and offline media.
From brand story to campaign concept
With the right words and visuals in place, it was time to take a closer look at our two target groups: consumers and restaurateurs. What message and angle would best reach and convince them of Bistroo’s value? And how could we remain recognisable and consistent while communicating from the overarching brand story? A clear campaign concept was the solution. But first things first: what are our goals, our communication jobs to be done?
We defined which knowledge we wanted to deliver, which emotional connection to establish, and which behaviour to drive. For consumers, this translates into downloading the app and placing their first order. For restaurateurs, it means completing their registration and actively using Bistroo as their go-to mobile ordering platform for local specialities.
A strategic hook and clear angles of approach
To maintain consistency and recognisability across communications, we developed a strategic hook – such as a slogan, tagline or hashtag – that features in all messaging. For both target groups and across all touchpoints. By using a positive rhetorical question – “You want to … too, right?” – we not only engage the audience but also create space to tailor the message with various platform features, opportunities and brand values.
We placed the Bistroo brand at the heart of the campaign and organised our messaging around four key angles: Branding, Locations, Ambassadors and Product. These structured themes act as pillars for clear, distinctive communication in a recognisable style.
Grow with performance branding
Linkedin says so. Harvard business review and McKinsey too. Performance branding is the future. The winning combination of branding with performance marketing.