Jennifer Yoffy
Brand & Creative Strategist
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Royal Foods

With produce, it's personal

Since its inception in 1994, Royal Food Service had grown from a mom and pop produce distribution company to a formidable competitor in the Southeast. Royal’s second generation of key stakeholders were about to assume leadership of the company, and that milestone, along with its upcoming 25th anniversary, called for a brand refresh and direction on how to articulate Royal’s rich story and unique value.

Our research revealed that while Royal can’t compete with larger food distributors on price and cross-selling, it’s collaborative, proactive relationship with customers drives preference & loyalty.

Our research revealed that while Royal can’t compete with larger food distributors on price and cross-selling, it’s collaborative, proactive relationship with customers drives preference & loyalty.

This differentiator was the focus of our rebrand – crafting a visual and verbal narrative that supports and reflects this family-owned company that treats its customers as an extension of that family.

This differentiator was the focus of our rebrand – crafting a visual and verbal narrative that supports and reflects this family-owned company that treats its customers as an extension of that family.

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