FROM SERVICE TO STANDALONE: THE BIRTH OF ALLGOOD

Goodwill, a name synonymous with quality and trust in Georgia, has also been a cornerstone in the catering industry for over a decade for its catering service. But in a bold move, it was time for their catering service to evolve into something bigger, something that could stand on its own - AllGood. This is where we paired.

AllGood emerges as a beacon of heartfelt celebrations and quality catering. This is the story of transformation from a trusted service into a unique brand - a narrative woven with dedication and a deep understanding of what makes a gathering truly memorable.

THE CHALLENGE

AllGood’s inception posed a unique challenge - transforming Goodwill’s established service into an independent brand without losing its heritage and trust. Our goal was to retain the essence of Goodwill while introducing AllGood as a distinct, vibrant player in the catering industry.

For over a decade, Goodwill's catering service had carved a niche for itself. The challenge was not just about creating a new name and look; it was about capturing the essence of a trusted service and translating it into a brand that speaks to today's market while retaining its cherished legacy.

ENTER

Diving deep into Goodwill’s catering ethos, we uncovered its intrinsic values and character, setting the stage for AllGood. The brand strategy was built around AllGood’s commitment to quality, warmth, and delivering worry-free, delightful experiences. We focused on ensuring every aspect of the new brand was meticulously cared for, resonating with AllGood's philosophy.

THE ALLGOOD TOUCH

For every gathering, be it a family dinner or a grand celebration, the main desire is for everything to be simply good.

AllGood’s name was chosen as a natural reflection of the brand's core promise: It's a promise that flows from their kitchen to customers' plate, ensuring that every moment, every bite, every interaction leaves a lasting imprint of goodness.

THE ESSENCE OF ALLGOOD TABLECLOTHS

The visual identity of AllGood, inspired by diverse tablecloths. Just as a tablecloth sets the stage for countless stories, moments, and cherished gatherings, AllGood lays the foundation for celebrations that resonate with warmth, positivity, and quality. Each tablecloth variation, from its design to its drape, signifies a unique memory, a specific cultural nuance, or a gathering small or big, echoing AllGood's promise to make every event not just good but AllGood.

Each pattern and ornament in AllGood’s visual identity holds a special meaning, contributing to the narrative of culinary diversity and quality.

The chosen color palette reflects AllGood’s lively character and tasteful vision. These colors, alongside dynamic patterns, create a visual feast that encapsulates AllGood’s commitment to delivering not just meals, but memorable experiences.

CONCLUSION: A New Chapter for AllGood

As AllGood steps forward from Goodwill’s legacy, it carries a treasure of experience, poised for a transformative future. Our collaboration with AllGood focused on leveraging their rich history and culinary expertise, bringing to light a brand unmatched in its commitment to quality and heartfelt celebrations. This new chapter isn't just about a brand transformation; it's about AllGood redefining the essence of catering, now ready to be seen, heard, and experienced like never before.

BRAND STRATEGY

BRAND IDENTITY

NAMING

GTM PLANNING

CONTENT STRATEGY

CONTENT PRODUCTION