EARL CANTEEN

STRATEGY, MENU, NAMING & DIGITAL SIGNAGE

‘Introducing Wholebowls’

As one of Melbourne’s well known brands providing simple, honest, everyday eats for every part of your day, Earl Canteen invited BrandWorks to assist them in their expansion of its menu beyond famously known premium sandwiches. The introduction and move into grain bowls was a direct response to the ever shifting tastes and preference for less carb heavy meals and more into superfoods with lower GI and sugar.

Formulating a signature grain mix for its bowl version of its sandwiches, the new bowl concept was coined ‘Whole bowl’ and the grain mix given an easy-to-remember acronym, G.S.V - which stands for ‘grain, seed and vegetable’, to help educate customers. The menu was completely redesign, simplifying the existing fillings, descriptions and use of new imagery for both sandwiches and bowls. Icons and design elements including marble and stone were developed for the menu to improve legibility and communication.

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