Four Kitchens Brand Strategy
When approaching the rebrand alongside Four Kitchens, we began by helping the team articulate its differentiation.
Through pre-project kickoff prep, weekly meetings, and strategic discussions, three differentiators surfaced: content expertise, technical excellence, and living our values. These incorporated tangible proof points blended with intangible and emotionally resonant distinctiveness. Together, they were the seeds of a new brand.
Toward that end, Four Kitchens identified three brand attributes — Accomplished, Multifaceted, and Vibrant — that both explain the agency’s technical expertise and showcase its care for people, from its employees to each of its clients. Positivity, community impact, diverse backgrounds and skill sets — all wove through the attributes. And they paired with a brand archetype — The Creator — to convey imagination, self-expression, and vision.
All of this led to a big aha moment early in the project: an identity that bridged the functional and emotional aspects of the brand, the How and the Why. It highlighted Four Kitchens’ innate ability to educate and promote access to knowledge, and its advocacy for the greater good and people-first culture.
Building off Four Kitchens’ differentiators and channeling the agency’s attributes and archetypes, Focus Lab developed a new strategic direction for the brand that nodded to its roots as a publishing company with a love of storytelling and honored the importance of its company culture. At the heart of this direction was a phrase that summed up the sentiment nicely: “Doing good in good company.”
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