Branding & design
Digital strategy
about this project
The Joyful Deli, Addingham, Ilkley
Creating a vibrant brand
Despite the daunting backdrop of the COVID-19 pandemic, Jilly and Mike Pittendreigh demonstrated remarkable resilience and vision. They transformed their humble roadside stall into The Joyful Deli, a beacon of warmth and community in Addingham, Ilkley. Their aim was to create a brand that not only reflected Jilly’s infectious happiness but also served as a sanctuary of joy for their community.
Brand development
With a shared mission to create a brand that radiated happiness, warmth, and community spirit, Jilly and Mike Pittendreigh united with the SHOO Academy team under the leadership of Rachel Hatfield. Together, they embarked on a transformative journey to develop a cohesive brand identity, design a captivating logo, choose an uplifting colour palette, and establish a vibrant presence on social media.
Ideation
Amidst brainstorming sessions and creative workshops, Jilly’s effervescent personality and passion for creating a welcoming space became the heart of The Joyful Deli’s brand. Inspired by her infectious happiness, the team crafted a brand persona that resonated with locals and visitors alike – friendly, inviting, and filled with joy.
The SHOO Academy team, guided by Rachel Hatfield, conducted thorough research into the local market and competitor analysis to understand positioning opportunities for The Joyful Deli.
Jake Moore and
Dami Olufemi led workshops and ideation brainstorming sessions that explored Jilly’s vision and values. These guided the creation of a brand persona that resonated with the target audience: friendly, welcoming, and community-oriented.
Logo Design
The logo design process was a labour of love. They envisioned a design that would instantly convey the deli’s spirit – a smiling sun amidst a backdrop of vibrant colours that symbolised freshness and positivity. Every element was meticulously chosen to evoke a sense of comfort and happiness.
Choosing the right colours was crucial to reflect the building and . They settled on a palette of cheerful, cosy in countryside with browns, soft pinks and cream hues that mirrored the ambience of The Joyful Deli’s comfortable interior and lush surroundings. These colours weren’t just aesthetics but reflections of the deli’s soul.
Social media set-up
Crafting community on social media such as Instagram and Facebook as their digital canvases, The Joyful Deli set out to weave a narrative of joy and connection. High-quality photos of mouthwatering dishes, cosy corners adorned with fairy lights, and the staff's smiling faces invited followers into their world. Engaging content, from daily specials to customer testimonials, creates a sense of belonging among online visitors.
The result
The transformation was nothing short of magical. The Joyful Deli quickly became a beloved gathering spot where the Addingham locals, commuters, and tourists sought solace in good food and heartwarming hospitality. The brand’s presence on social media flourished, attracting a growing community of engaged followers who shared their delight with friends and family.
Despite the challenges posed by the pandemic, The Joyful Deli thrived. Their strong brand identity and online presence translated into increased foot traffic, higher sales, and expanded offerings. The deli became synonymous with joy and celebration, from breakfasts to evening meals, from casual meet-ups to intimate celebrations.
The Joyful Deli successfully established itself as a beloved community hub through strategic branding, logo design, colour selection, and effective social media management. By capturing the essence of joy and hospitality in their brand, they survived and thrived in challenging times, setting a benchmark for local businesses in creating meaningful connections with their audience.
Shoo Social Media
137 Bolling Road
Ben Rhydding
Ilkley Leeds
LS29 8PN
01943 430245
Info@shoosocialmedia.co.uk
Company number - 09128796
VAT number - 300856821