Delivering Your Escape

Cooke & Helms

Brand Identity
eCommerce
Marketing Automation

Background

A Premium Experience

We partnered with Seafoods.com to craft an experience for delivering an escape right to your dinner table. The upscale food delivery service focused on providing customers with the freshest seafood from around the globe, combined with monthly instructions for recipes imagined by renowned 5-Star Chefs.

Awards

Gold in Art Direction

Charlotte Addys 2015

Silver in Packaging

Charlotte Addys 2015

Deliverables

Brand Naming
Logo Identity
Product Packaging
Collateral
Inbound / Email Marketing
User Journey Mapping
Content Management System
Member Management Application
Art Direction
Video Direction
eCommerce Subscription

Partners

Videography: La Storia Photography: Mike Hammer Stylist: Corey Smith

Integrations

Stripe
Hubspot
Geo Location

The Story

A Fresh Approach

Seafoods.com, which sells premium seafood products to top chefs and restaurant groups, sought out to establish a branch of their business catered to consumers with a taste for fine fish and entertaining. The experience entailed having a location-themed package delivered to their members each month that included meal ingredients and step-by-step cooking instructions to host a dinner party for 6-10 people.

The Goal The Goal

Target high net worth foodies and give them an experience to wine and dine their friends. Align the brand and each experience to execute on a customer journey that is exclusive and fun.

The Solution

Brand Naming

We wanted a name that was strong, easy to share, and one that created curiosity. After a full naming exercise, we landed on Cooke & Helms. With subtle references to cooking and taking the helm of ship, the name provided us with a feeling for how we would shape the rest of the creative.

The Solution

A Dynamic Identity

The identity our team created allowed for multiple marks to scale the brand from digital to packaging. We intentionally wanted a feminine feel to sister the masculine feel of the name. The mark includes two sea horses that face outward to the east and the west in search for the next great experience. To coincide with the mark, we created patterns that added depth to all supporting collateral including packaging.

The Solution

Fresh Packaging

Atypic created custom packaging that included separate components for the seafood cooler topped with a tray that allowed for packing the instructional brochure and customized recipe. The design approach used a high gloss finish with custom patterns that aligned with the branding theme.

The Solution

Escape In Motion

Our vision for the brand was to capture unique dining experiences in different settings that represented some of the top places to source seafood within the US. Through careful planning, we scheduled a full day shoot at one location and created three distinct experiences for dining along with a kitchen scene that showed a subject interacting with the package and cooking instructions.

The Solution

From Prep To Plate

To showcase the feeling for each planned escape, Atypic aligned each month’s recipe with a theme focused on a specific geographic location. Detailing every aspect of the the shots composition, we aligned the photography with the region and included laydowns of all ingredients to use in a custom monthly booklet the member would receive with their package.

The Solution

Support Tackling

The plan for the seafood membership was for members to not only receive the protein, but also have detailed instructions for the recipe that showed beautiful preparation and delivery of the meal. Our team worked with the team at Seafoods to organize quarterly photo shoots where each recipe was planned and executed to produce the monthly menu and the supporting shot list.

The Solution

Digital Escape

Emotion that drives the feeling of escaping to a dinner with friends, full of laughter and quality time. For the Cooke & Helms website, we highlighted video immediately on the homepage. This gave site visitors a taste of the Cooke & Helms offering to lead them through the delivery process and how they could become a member of the exclusive monthly seafood club.

The Solution

Automation Touchpoints

To inform customers and prepare them for their monthly purchase, Atypic automated a customer workflow upon successful membership sign up. Using Hubspot, we automated weekly emails with specific calls-to-action each week. The member could share the month’s shipment with a friend, view shopping list needs, and know the exact arrival date for their shipment.