“Real Food, Real Fast”
Healthy Habits is a recognised, leading member of the food outlet industry providing tasty and healthy food options. They offer a healthy lunch alternative to ever-present fast-food outlets. Launched in 1992 and franchising from 2004, they sell fresh meal options to lunchtime customers across Eastern Australia and New Zealand. Almost 40,000 people purchase their sandwiches each week.
TOAST was called upon by Healthy Habits to create a striking, friendly brand. The brief outlined that their desired brand was to be non-gender specific whilst easily identifiable in a sea of lunchtime options.
Fast-food outlets utilise bright, primary colour combinations, making them eye-catching and memorable. This needed to be replicated for Healthy Habits but in a way that made them positively stand out amongst competitors.
In line with their brief, TOAST set the focus on building a habit - behaviours that people repeat because the action is easy, comfortable or rewarding. TOAST achieved this in a customer-focused way, using ‘habits’ to own key moments in a customer’s daily and weekly routines. By naming these moments, TOAST was able to create an emotional attachment to both the brand and range of products.
TOAST developed a new logo and brand identity for Healthy Habits, a suite of point of sale and product packaging and a store design. The Healthy Habits brand needed to include an element of playfulness, which TOAST achieved in promoting the colour and illustrated typeface for the brand. Employing this clean yet playful aesthetic creates a friendly presence without being gender specific or exclusive.