Life Cafe

BRAND REFRESH

Every year Life Time Fitness’s Life Cafe overhauls their menu. This year they wanted a new look to go along with it. Their tagline is “If It’s Here, It’s Healthy” hinting that no matter what you order it will be good for you. This year our aim was to showcase the quality and freshness of their ingredients and maintain a clean, sophisticated farm fresh feel. A more sophisticated top view was used in the ingredient photography. Combined with a white washed wood background the result the modern and clean with a touch to farm freshness.

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NEW LOOK, NEW PHOTOGRAPHY
In order to showcase the Cafe’s commitment to the most healthy ingredients we required an additional photoshoot. Stripping away the excess we decided to make our ingredients the hero rather than just the finished entrees. Because healthy, great tasting food is only as good as what you put into it. 

 

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CUSTOM ICONOGRAPHY
The Life Cafe prides itself on sourcing only the best, most healthy ingredients. Therefor we created a custom set of icons that represent key differentiators such as the fact that they only use organic fruit in their entrees and smoothies. 

 

IF IT'S HERE, IT'S HEALTHY
In addition to numerous other print pieces we covered the windows around the cafe in all 110 locations. The window clings featured statements such as “No artificial sweeteners, preservatives or colors” and “Cracking organic, cage-free eggs”. Each statement was shot to layout with relevant ingredients composed around each message.

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ORDER ONLINE AND IN CLUBS
In an attempt to drive more awareness around the Life Cafe several online hero billboards were created. Featured on Life Time’s homepage as well as the Life Cafe’s page. Many showcased our new and improved menu, expanded Meals to Go offering as well as general awareness.