Sidework

Brand Strategy / Naming / Brand Guidelines / Social Content / Website Design

The company formally known as Backbar, came to us to refresh the brand to accommodate a much more aspirational product roadmap.

We helped them uncover their vision and mission to “become the technology ecosystem for ambitious hospitality companies while amplifying the human workforce.” With an automated drink dispenser as their flagship product, we created a brand that could accommodate a growing list of products, from hardware to software to an entire marketplace.

Brand Guidelines

As we built out the brand, it was important for us that the brand feel fresh and modern yet approachable to the hospitality brands they aspired to serve. Using a combination of lifestyle photography, clean serif typography, a vibrant color palette, and a library of modular cocktail shapes inspired by the logo, we created a brand that can evolve alongside their growing list of products and services.

Online Marketplace

The website serves a dual purpose, providing an online marketing destination for the brand and a marketplace where customers can order new ingredients for their automated dispenser.

Project Success

“I had the pleasure of working with Food Court Creative and the whole team exceeded my expectations in every possible way. Their team of experts are highly knowledgeable, creative and passionate about delivering top-notch results in the marketing & advertising space. Their attention to detail made the whole experience a breeze, developing a cohesive brand that was backed but an incredibly thoughtful brand strategy. I highly recommend Food Court Creative to any business looking to take their brand & marketing efforts to the next level. Huge kuddos!”