‘Biting into branding’
Food Hall Case Study
How we helped an artisan food hub boost sales and secure vendors.
THE CONTEXT
FOOD BUILDING is more than just a space — it’s a hub for handcrafted food and beverage production, a restaurant, and a community gathering place. But in a thriving, competitive Minnesota food scene, its identity wasn’t as clear or compelling as it could be. The challenge was to refine FOOD BUILDING’s story, tone, and messaging to better communicate its mission: intentional sourcing, sustainable practices, and thoughtful craftsmanship. The goal was to educate consumers, attract vendors, and drive visibility while staying true to its origins.
THE WORK
We worked closely with FOOD BUILDING to redefine its identity and storytelling, ensuring every touchpoint — from branding to website copy to press materials — captured its purpose-driven approach to food. By crafting a more meaningful, cohesive narrative, we emphasized what makes FOOD BUILDING special: the artisans behind the products, the community impact, and the dedication to quality. The refined positioning helped differentiate the brand in a crowded market, giving it a stronger, more authentic voice that resonated with consumers, partners, and the press alike.
WHAT WE DID:
Brand discovery workshop
Messaging, story work
Brand talking points and positioning
THE OUTCOME
With a clearer, more accurate, more compelling brand story, FOOD BUILDING saw increased press coverage, higher sales, and new vendor partnerships. The refreshed identity helped strengthen its presence in the local food scene, making it easier for customers to understand what FOOD BUILDING stands for—and why it matters. By connecting back to its roots while looking toward the future, the brand successfully repositioned itself as not just a place, but a movement for better food, better practices, and a stronger community.
THE TAKEAWAY
In a competitive landscape, a strong brand story isn’t just nice to have — it’s necessary. By clarifying FOOD BUILDING’s mission and voice, we transformed it from a hidden gem to a celebrated destination. When brands lean into their unique values and communicate them with authenticity, they don’t just stand out, they build lasting connections that drive impact stakeholders can bite into.
