Choppaluna Branded Experience Design

Chop it like it's hot


Brand Identity & Application
Customer Journey Design
Branded Environments
UI and UX Design

The challenge

Create a brand to challenge held perceptions, setting a goal to reposition salads as both healthy, super tasty and even indulgent.

We were asked to help Choppaluna establish a franchiseable brand proposition that appealed to Gen'Z and health-conscious customers. Becoming an appealing food lifestyle brand and ‘salad destination’ was the main goal of separating the brand from rivals.

The big idea

A bold, imaginative and inspirational new name and identity that pays homage to guilt free indulgence.

A Bold Brand Communication

The name Choppaluna was created as part of our name-generation process and was developed into with a new logo. The palette is led by a mix of monochromatic patterns, cool grey, deep green and pure black, topped with playful colours such as pastel pink, salmon and neon green. The physical brand application exudes vibrance with bold brand communication, neon signs and bright lights that create social media-friendly opportunities.

Neon Vibes

Our branding work is applied across stationery, packaging, menu boards, restaurant signage and website. Choppaluna's website embraces a friendly, cheeky and energetic tone of voice, introducing a bold yet clean font and simplified neon-style iconography and beautifully curated food photography.

Looking back, working with I-AM was not only about the results - which were absolutely fantastic. It was the support and tools they shared with us to truly understand our own brand.

Nikras Agha, Co-founder at Choppaluna

An Impactful Brand Experience

To fulfil a modern customer experience targeting digital natives and city professionals, it was key to integrate digital screens as part of the menu and promotional boards animating the dishes offered and enabling a swift showcase of the different options. With both digital and physical branded applications, Choppaluna’s identity can be felt across various customer touch points, ultimately creating an impactful brand experience.

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