Going Stateside: The Guckenheimer Rebrand Story

Client

ISS Guckenheimer

Services

Strategy
  //  
Content
  //  
Creative
  //  
Digital

Skills

Marketing strategy and consultancy
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Brand development
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Digital strategy
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Conceptual development
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Creative copywriting
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Website development

A global player in integrated facilities management, ISS North America was looking to raise its game in workplace catering across the region.

Its food and drink story began in 2017, after acquiring Guckenheimer (a West Coast caterer famous for premium dining experiences) to gain a foothold in the space. Over time, as the brand expanded across different workplace sub-sectors, it became diluted, and perception changed.

But as the go-to for selling food across the ISS business, there was a huge opportunity to unlock across North America. But how to grab it? Turn ISS Guckenheimer into a strategic workplace dining partner to support long-term sustainable growth in the market. All while packing the proposition with the most-loved bits of the original Guckenheimer brand. Crafting top-notch food experiences and feeding connection in workplaces across North America.

A tasty proposition

First up was defining the go-to-market B2B proposition for their catering services (with a clear rationale around how it all fit into the wider ISS brand). Providing clarity on the key B2B2C positioning and serving up a scalable structure.

Next, we’d craft the value proposition… Building solid brand messaging alongside a full creative rebrand, with added firepower from a compelling website and sales collateral… that would all stand the test of time!

Building the layers

We split the project into four phases:

1. Research and strategy

Getting down to the detail, we started off with explorative strategy and brand sessions. Digging into competitors and admired brands. Immersing ourselves in stakeholder interviews. Hopping across the pond to lead workshops on sector and client mapping, platform, and brand messaging – then building recommendations from all this juicy knowledge! We even carried out a naming audit – suggesting ‘Guckenheimer’ stand strong on its own to stay true to its roots (with ISS as the master brand).

Guckenheimer Brand Strategy Positioning

2. Brand development

Immersing themselves in market research and competitor branding, our creatives explored how these insights could shape the brand look and feel. Jumping on virtual workshops, we also tapped into client visions for the brand.

The result? A strong brand story, values and tone of voice. So everyone would know exactly who Guckenheimer is and why they should listen.      

Guck logo development 2 1
Guck identity
Guck Brand Guides scaled
Guck posters for CS 1 scaled

3. Sales enablement toolkit

Baking everything we’d whipped up during brand development into purpose-led sales tools was the vital next step. By auditing what Guckenheimer already had, we’d recommend improvements and new materials that would get some serious results – from bid content to sales presentations and brochures (for starters!). Giving the Sales team everything to sell the brand effectively by helping potential clients understand the benefits of partnering.

Guck Brochure PSD 01 NEW
Guck Favicon NEW

4. Website consultancy and development

With the strategic and business goals in mind, our Digital team audited the existing site, focusing on the target audience’s needs. We uncovered key insights that would shape our recommendations, like reworking the site map, the content and structure, and suggesting a more user-friendly layout. Tying all the new brand elements and messaging together, we designed an engaging ‘shop window’ for mobile and desktop users.

Guck Website Desktop Screens

The right mix

With a strong, re-defined go-to-market proposition, plus watertight brand messaging and eyebrow-raising creative, our 360° rebrand is redefining Guckenheimer as the strategic workplace dining partner, setting the brand up for tasty growth opportunities.

Cracked were instrumental in the success of our brand refresh. They understood our unique challenges and quickly became a trusted partner. They demonstrated branding expertise with a collaborative approach, but what truly stood out was their ability to pivot quickly, seamlessly adjusting plans to meet evolving demands. We couldn’t have asked for a better team to guide us through this transformation.

Anne Moser, COO Guckenheimer

Looking to reach new goals with a rebrand?

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Looking to reach new goals with a rebrand?

Cracked were instrumental in the success of our brand refresh. They understood our unique challenges and quickly became a trusted partner. They demonstrated branding expertise with a collaborative approach, but what truly stood out was their ability to pivot quickly, seamlessly adjusting plans to meet evolving demands. We couldn’t have asked for a better team to guide us through this transformation.

Anne Moser, COO Guckenheimer