Homegrown hospitality equipment financier SilverChef has served up a global brand refresh today developed by Brisbane agency Nick Did This, demonstrating confidence in its ambitious international growth plans.
SilverChef’s new tagline, ‘Don’t Dream, Do’ underpins a full rebrand, refocusing the brand on its core purpose of helping hospitality entrepreneurs across Australia, New Zealand and Canada achieve their business dreams.
The rebrand sees a new logo and brand identity introduced across all channels. This includes everything from brochures to digital advertising, and the rollout of three new e-commerce websites to support a new direct-to-customer experience across Australia, New Zealand and Canada.
Says Jamie McCalman, global marketing manager at SilverChef: “We didn’t leave much to chance in shaping our new identity and campaign. It was based on meticulous research and analysis, starting with Colmar Brunton conducting one of the largest reports of its kind into our target audience.
“We had a burning desire to properly understand the contemporary needs of our audience and then construct, almost from the ground up, an identity that deeply connected to those needs. We needed an emotive, relevant and inspiring rallying cry for our audience, so we had to begin with a laser-like focus on our customers and partners.”
Don’t Dream, Do celebrates the bravery and ambition of hospitality entrepreneurs, demonstrating SilverChef’s support for them as they pursue their dreams. SilverChef has also chosen to ‘hero’ real customers as the faces of its brand. Kate Williams of nodo (nododonuts.com) and the team behind Mongrel (mongrelbrisbane.com) are SilverChef’s first brand ambassadors, with more to be introduced as part of upcoming campaigns.
Says Kate Burke, brand and communication lead at SilverChef: “Our brand goes deeper than a logo or tagline – it lives in even the smallest interaction we have with our customers, partners, and each other. While there’s a lot of work to do to align all our touchpoints to our brand promise, we know that inspiring and engaging our people is the right place to start.
“Internally, the stakes couldn’t be higher. The new brand signals a fresh start after a difficult 18 months of capital challenges – meanwhile, many of our people have worked here for decades and have a deep connection to our past. It was vital that the rebrand captured what’s truly at the heart of this business, so our team could buy into it.”
An internal campaign teased the elements of Don’t Dream, Do for week before the brand launch, culminating in the unveiling of the full strapline and brand identity, at an event designed to inspire and motivate SilverChef’s people. A series of events and activities throughout the coming year will give people an opportunity to explore the alignment between the brand’s purpose of helping people achieve their dreams, and a corresponding refresh of the company’s internal values.