Territory Foods

Territory engaged YummyColours to evolve the brand to reflect its new ambitions for expansion. What began as a prepared meal gym delivery service has now become one of the largest networks of chefs and restaurants serving regional, seasonal, fresh meals twice a week to their customers. YummyColours needed to develop a new visual style and messaging to speak to its existing and new customers. Within this, we were tasked to contextualize the name Territory, humanize the brand through its team, chefs, nutritionists, purveyors, and partners and ultimately redefine what healthy, local, and convenient mean.

YummyColours partnered with GoodQues to conduct consumer research to identify Territory’s key potential customer, the “healthy aspirant.” The data and insights were then used as the foundation for a new brand strategy, visual identity, and tone of voice. We redefined the brand’s mission, vision, values, functional and emotional benefits to develop a new brand narrative. The visual identity is the embodiment of the brand’s pillars.

The principles of engaging, inviting, trustworthy, energetic, personal, and familiar are expressed throughout the design of the brand elements – from the logo and wordmark to typographic treatments, and from a warm, vibrant color palette to bold graphics. We created a content direction that is relatable and paired it with messaging that is conversational to highlight the care and humanity behind the brand and its business. The new brand identity supports Territory’s vision to reimagine modern eating—where food feels good.