SilverChef cooks up major brand refresh

16 October 2019

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The rebrand was led by Brisbane agency Nick Did This.

Homegrown hospitality equipment financier SilverChef has served up a global brand refresh today, 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, led by Brisbane agency Nick Did This, 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.

“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," SilverChef global marketing manager Jamie McCalman says.

“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 and the team behind Mongrel are SilverChef’s first brand ambassadors, with more to be introduced as part of upcoming campaigns.

“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," SilverChef brand and communication lead Kate Burke says.

"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.

Nick Did This owner, Nick Pritchard, says the agency were thrilled to be working on the campaign.

“SilverChef is a great brand and it’s been fantastic working with the team to create a campaign that we believe really taps into the mindset of customers.”

Over the past 30 years, SilverChef has proudly invested more than $1 billion in the hospitality industry globally.

SilverChef is now set to be acquired by private equity firm Next Capital, in a move that will enable the company’s global expansion and deepen its support for the hospitality industry.

Credits

SilverChef team
Jamie McCalman, Global Marketing Manager
Ross Hopkins, Digital Solutions Architect
Kate Burke, Brand and Communication Specialist

Nick Did This team
Nick Pritchard, Founder
Sandra Hind, Creative Director
Jeff Smith, Senior Copywriter
Marc Colette, Art Director
Michelle Towns, Producer
Laurence Yates, Editor
Ashleigh Cox, Senior Account Manager
Kellie Penridge, Head of Client Service and Strategy

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