The Starting Point
Casco Bay Vending came to us with exciting news and an exciting challenge. The company had just purchased its two biggest Maine competitors in an amicable acquisition, officially becoming the largest vending company in New England. Founded in 2008 with two employees, Casco Bay Vending has grown from 200 machines and two routes to over 4,00 machines and 38 routes with 120 employees across Maine. But Casco Bay’s vision has never been to be the biggest, only to be the best. They hired us to develop a brand that would communicate the company’s commitment to service, quality, and its Maine employees.
As a result of the acquisition, a new company was born. With that came the opportunity to re-define the Casco Bay Vending brand. After intensive brand strategy work, which included focus groups with employees and company leadership and robust market research, we proposed a new name to reflect important trends in the vending industry and Casco Bay’s focus on fresh, healthy food and drinks. Casco Bay is a pioneer in the industry, reinventing what full-line vending is in Maine. It’s not about healthy food options and gourmet coffee that’s convenient and affordable. Casco Bay offers the highest quality, food, snack, coffee, and cold beverage solutions for workplaces, campuses and unique locations across Maine, bringing health conscious convenience right to hardworking and hungry Mainers.
So, vending is out. Food and beverage is in. Welcome, Casco Bay Food and Beverage.
We then developed a comprehensive Visual Identity and Key Messaging Strategy to capture and crystallize the new company direction and story, and to unite all employees under one vision of excellence.
Brand Communication + Elevation
To ensure consistency and clarity of the new Casco Bay Food and Beverage brand, we carried the visual presentation and messages throughout all of Casco Bay’s owned properties, which included a redesign of their website, and, perhaps, most importantly, the design of their van and truck wraps–to take advantage of thousands of daily impressions as Casco Bay’s route drivers deliver fresh food, drinks, and coffee to workplaces, campuses, and other institutions across the state. Today, CBFB is the healthy vending leader in Maine.