CHOWGIRLS
For 20 years, local catering company Chowgirls has dominated the Twin Cities scene with their sustainable approach to creating memorable and delicious events. But during the COVID-19 pandemic, the small but mighty catering company had to make a serious pivot — and decided that their new business approach probably justified a brand pivot as well.
As leader of the ALC team, I worked with Chowgirls to develop a new family of brands that reflected their new segmented business offerings. Starting with refining the “mother” brand of Chowgirls, we created 4 new “children” or subbrands that are born of the same DNA but have their own distinct personalities. This was an all-encompassing project that spread across all touchpoints, including brand strategy & visual identity, packaging, web design, social media, and photography.
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Transformed an established 20 year old brand into a family that can better serve Chowgirls for the next 20 years.
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Refined the existing Chowgirls logo and establishing 4 new sub-brands with their own distinct personalities that still feel like a part of the Chowgirls family.
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Concepted and executed the development of photography Chowgirl’s “By the Box” subbrand.
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Illustrated a suite of patterns to round out the fun and festive brand book.
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Established a confident and creative brand voice to cut through the repetitive murmurs of the local catering market.
TEAM:
Ari Lamb, Gabe Schmidt, Zoe Lamb
WEB DEV:
Luke Finsaas
PHOTOGRAPHY:
Aaron Rice