Branding CareMeals

CareMeals’ parent company, Penang Tiffin, is no stranger to the modern working households in Penang for delivering healthy and scrumptious home-cooked meals.

As the business grew, CEO, Azreen Lee recognised an emerging pattern, uncovering an untapped niche in the market.

Many referrals and returning customers consistently sought meal plans tailored to specific health needs such as diabetes, cancer, post-hospitalization dietary requirements, and more.

She turned to Connecty as a partner to help transform her concept into reality.

With a rough corporate strategy in mind, we discussed CareMeals’ vision, various product verticals, exit strategy, and more.

The aim was to be the #1 brand for providing healthy home-cooked meals for those who require customised meal plans suitable for their health condition.

We started the project with a series of deep-dive sessions called Brand Discovery. We discussed the founder’s aspirations and vision.

These collaborative sessions proved invaluable as they provided a platform for both teams to foster a profound sense of clarity.

The discussions include Brand Attributes, Beliefs, Naming Parameters, Market Positioning, Customer Personas and Journeys.

After finalising a simple brand name, we synthesised the information acquired and crafted stylescapes to communicate the creative direction to the stakeholders.

A logo that articulates the emotions of warmth, care, and support was crafted.

The visual identity communicates simplicity, assurance and happiness. These attributes were chosen as a beacon of solace in times of unforeseen challenges.

The cost-effectiveness of packaging design was also a key project parameter when branding CareMeals’ touchpoints.

The CareMeals brand attracted new customers even before it was officially rolled out.

The brand message was crystal clear, and customers resonated with it.

CareMeals touchpoints, which include packaging, were elegantly designed to maximise impact.

New ideas for marketing collaterals introduced not only sparked a sense of warmth and care to its customers, but they are also practical, impactful, and cost-effective.

Initially, CareMeals was positioned as a sub-brand, but at the time of this writing, it has soared far beyond what the founder had hoped for and has opened up plenty of new opportunities, opportunities that would have been left undiscovered without professional branding.