Iduma Website
THE CHALLENGE
Iduma knew the logistics necessary to create healthy, gourmet food for the next generation. As they gained momentum, they regularly found themselves needing to create new systems, tools, and experiences to take advantage of these opportunities. That’s when they invited us to help them accelerate and grow a brand that could keep up with their ambitions.
Our challenge was this: how do we best help a company rooted in such authenticity—from the founders to the ingredients in their food—scale and expand without losing the unique qualities that made them so nurturing in the first place?
How could we best communicate the idea of healthy, nutritious food to a generation that was taught to believe that eating healthily was neither easy nor delicious?
THE SOLUTION
Iduma has leveraged some of the more enlightened elements from the gastro pub food experience, they have become much more—a daily nutritious ritual for individuals. A commonplace for the locals, townsman, and city dwellers they bring together every day. Iduma has become an integral staple, honoring many communities and a welcome addition to others.
We became therapists by listening to Iduma’s founders, teams, and fans, immersing ourselves in their culture of food—one made from casual, healthy, local, seasonal, delicious, crave-worthy ingredients. We embarked on their ambition to create a positive impact on the future of food is fueled by a deep respect for those who grow, harvest, cook, and serve it. This is matched only by their curiosity for how they can innovate the complex systems we use to eat every day.
Over the past year, we’ve been honored to work with Iduma’s leadership and great in-house team to develop a new brand system that allows them to better express their commitment and curiosity. Together, we’ve created a system that’s being developed across store design, signage systems, marketing, advertising, social channels, digital products, packaging, and even chic new team member uniforms.
Iduma’s needed a new brand idea. One built on what was most meaningful and everlasting for their customers, but was also capable of evolving with them into the future. We defined an expression that embraced real ingredients, the natural cooking process, and the people behind the food. We were inspired by the craft, elegance and artistry of the “Chef’s Table” We then created tools that pair lighthearted illustration, custom typefaces, modern photography with a palette of earthy and vivid colors. A more variable, expressive voice can now take people on a full tour throughout Iduma’s wider world of food.
The result?