Making the food the hero...

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When asked about our work on the new Kingsley Café brand, Henk was clear “It’s inspirational! What you’ve done has changed the way we do business. We are living what you’ve done… this is the blueprint.”

Henk De Villiers Ferreira – Kingsley Café

Henk and his team at Cornwall’s Kingsley Café create delicious home cooking without a pretentious price tag. Travellers on the A30 expecting service-station grub are always surprised and savvy local patrons are fiercely loyal; especially when it comes to Henk’s legendary Sunday carvery.

But that’s not good enough for a team that prepares food from scratch and even hand makes and bakes it’s own bread. Kingsley Café doesn’t want to dominate the world. But the team want their efforts to be recognised and sought after despite increasing competition from global convenience food chains.

The challenge

It’s harsh, but given the choice, customers often buy familiar brands rather than take a chance. Even if they know quality might not be great. What they are actually buying is a service they expect. So the challenge for Henk and the team was to represent themselves and their food better. To set expectations – and deliver – building a better brand and stepping up their game.

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Our job was to identify the real value that Kingsley Café delivers and make it visible. Tangible. We don’t want Henk’s customers to be pleasantly surprised. We want them to expect great things, be pleased and spread the word. It was also important to respect the existing Kingsley Village identity and work with its stylised K motif. Finally, any work we did would need more than the approval of the team. It would need to unite and inspire them and reflect the efforts they put in on a daily basis.

We couldn't abandon the original Kingsley Village stylised K mark so we worked to make it better. The addition of Cornish gold made it reminiscent of a beach lapped with waves. And the use of Gill Sans caps calls to mind GWR posters and the feeling of having 'arrived'.

We couldn't abandon the original Kingsley Village stylised K mark so we worked to make it better. The addition of Cornish gold made it reminiscent of a beach lapped with waves. And the use of Gill Sans caps calls to mind GWR posters and the feeling of having 'arrived'.

Plenty of people punt out frozen chips in cafés. So when you take a bit more care over one of the nation's favourites, it makes sense to tell the story. We even named Henk's signature chips – Very Nice Chips. And they are.

Plenty of people punt out frozen chips in cafés. So when you take a bit more care over one of the nation's favourites, it makes sense to tell the story. We even named Henk's signature chips – Very Nice Chips. And they are.

The solution?

It’s always good to start at the start rather than jump straight in. So we began with ‘why’. Why bother going to great lengths to produce fresh, home-cooking when so many cafés buy in pre-prepared food, bake it and bash it out? Henk’s answer was simple…

“People know the difference and I want to please them. I cook for my customers like they are my family. Cooking is what I do and I want to do it well.”

Henk’s answer formed the basis of our positioning work. We needed to identify the thing which drives Henk, defines his business and delights his customers. This became Kingsley Café’s single-minded proposition. We then went on to capture the spirit of Henk’s offer with the promise: “Don’t just eat. Enjoy.” It sums up everything that Kingsley Café seeks to do and sets great expectations.

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Recognising the team's efforts

Any work we did would need more than the approval of the team. It would need to unite and inspire them and reflect the efforts they put in on a daily basis.

The result

Having set out to equip Kingsley Café with an identity that they could be proud of we couldn’t have hoped for a more positive result. Not only were we able to capture the spirit of the Kingsley Café team, but they’ve been inspired by seeing their efforts recognised and reflected in the new Kingsley Café identity. Pride in their food and Cornish location has encouraged them to seek more local suppliers and is actually changing the way they do business.

We think that’s rather special.

Taking Action

If you'd like to update your visual identity or create a brand that reflects your purpose we can do something about it. It starts with a chat...

 

20 Feb 2014: Project Update

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Work is now complete on stage one of the Kingsley Café website. The site is responsive, working well on all screen sizes and it completes the picture for the café’s visual identity. 

 

Summer 2014: Project Update

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Kingsley Cornish Steaks are go! A mouthwatering new addition and later opening are bringing more customers to the café.

 
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Summer 2017: Project Update

Kingsley Cafe has is now no more, having made way for further development of the Kingsley Village retail park. Boo! But Henk now has two new Cornish ventures to keep him busy. Yay! And I'm pleased to say we are working with him on both The Halfway House Inn near Wadebridge and Margot's at Trevisker near Padstow. Watch this space for more...