Everything
But Cheese
Everything But Cheese is a growing cheese-concept fastfood that recently rebranded on 2018. Benjie, the CEO, and Head of Operations of the company, fascinated by the culture of cheese in Europe, decided to share his love for cheese in the Philippines.
The Challenges
EBC is currently the first to offer cheese from different cultures in a fastfood environment at the Philippines, since cheese is mostly associated with wine, and fine dining, Benjie wanted to offer the experience, and his products to the community. With great ideas in mind, and purpose, he wants to communicate the brand message effectively with his customers, as well as targeting the right market for his brand.
The Solution
We took a step back, and look at the bigger picture of where the brand currently is, and what direction we would like to take. We started with establishing the Brand's DNA, and designed a strategic approach to communicate the brand's message.
The Results
EBC has more focus with its target audience, and brand message. I was hired to manage, and strategize brand campaigns, along with an amazing Creative Designer to maintain the brand's message.
Discover EBC
The Brand
The Scope
Brand DNA
Brand Strategy
Creative Strategy & Implementation
Photography
Graphic Design
Marketing Strategy & Implementation
Social Media Management
Credits
Alaine Garcia - Creative Designer & Marketing Associate
We sat down with the marketing team, and talked about the brand's history, and its message over a cup of coffee.
From there we tackled the challenges that the brand is facing, and designed a strategy fit for a startup brand.
EBC is first passionate with the culture of cheeses before a business. A team that offers their products to communities in an affordable price, and crafting dishes, while sharing the experience of indulging in the world's cheeses.
Their Story
Welcome to the Cheesiest Place on Earth.
A place for you to enjoy the culture of authentic cheeses.
Each story starts with an emerging interest. Ours turn out to be cheeses from different cultures. Not the processed cheese, or the ordinary that you know of. We were inspired by the authentic, made by artisans, and we wanted you to taste them.
June 28, 2015, we started in a stall at Sta. Ana, Manila, offering only 3 types of cheeses. Today, we have 3 branches offering 8, and increasing rosters of cheese paired with your favorites.
Our mission? To bring you the experience of indulging in the world's roster of cheeses.
To understand the community that the brand would like to share their message with, we created User Profiles to get a clearer view of who we are talking to, their needs, and how we can exceed them.
Developing a Strategy
We established the Brand's Personality, this will define what will the brand look like, its tone of voice, how it should sound, and act.
We developed a Creative, and Marketing Strategy for the brand that communicates the brand's attributes. This included a design refresh of collaterals, menus, social media, and copywriting. I worked hand-in-hand with Alaine, a fellow creative designer, in implementing EBC's art direction, and tone of voice.
Photography
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Results
Everything But Cheese was able to target the right market for the brand, and to focus on communicating its purpose. I joined the team as a brand strategist, and now manage campaigns for the brand.