Healthy. Happy. Hele.

Owner Stephen Gannon was looking to bring a new restaurant concept to Cullman that provided fresher to-go options. Our team sat down with Gannon and head Chef Sarah Morrow to discuss creating a restaurant brand based on this concept. Starting from scratch meant building the brand from the ground up – name, messaging, tagline, and then the logo.

Our Objectives were to:

• Create a unique brand that attracts a healthy, diet conscious target audience
• Design a web experience that offers a user-friendly ordering platform for takeout
• Run marketing & advertising campaigns that strengthens brand awareness

After several brainstorming sessions, our team landed on a name for the restaurant – Hele Bowls. Hele or to-go in Hawaiian, blended the to-go based options the restaurant provides along with Morrow’s roots.

With the name established, Hele needed a brand identity that was fresh, fun, and unique to their concept.

Our goal was to emphasize more than just a name or a logo, but a fun brand that emphasizes sustainability. This appealing, quick, and healthy option can meet anyone’s needs and lifestyle.

The Hele Bowls voice is distinctive, inviting, & bold. Hele Bowls is an eco-friendly company that helps the environment through their sustainable practices. With Hele Bowls, it’s healthy, fast, and delicious – and for a good cause!

Hele’s brand system is made up of five elements: color, typography, pattern, custom iconography, and photography. When viewed collectively, these elements provide the ultimate sense of fun, fresh, and sustainable. We created a brand guidelines to define how elements should be combined, and when.

Creating the website is when our team really started to see the Hele brand come to life. A website is such an important touchpoint and frequently a customer’s first experience with a brand. We created a streamlined 3-page site that quickly allows customers to order online or order for delivery.

The custom menu preview aides in providing transparency to the restaurant’s quality-first ingredients. A full nutritional menu can also be downloaded which indicates calories, allergy restrictions, etc.

Small animated elements were tied into the pages to give a joyful, fun experience to the site.

We helped align Hele Bowls’ mission to a visual brand . Additionally, we worked with their team to craft their brand messaging and positioning to build a strong foundation for their brand.