Join Program
Make work the best place to eat.
That’s where we came in. Join Program partnered with us to sharpen their positioning, energise their identity, and launch a campaign that could cut through the clutter – both in their home market and in new territory. We helped them shape a bold new take on their challenger position and build a fresh platform to support international growth. At the heart of the brand is one unmissable rallying cry: FIX LUNCH.
A punchy line that calls out the problem and offers a better way forward. It’s direct, disruptive, and impossible to ignore – just like the brand itself.
We translated the strategy into a powerful, full-spectrum identity:
A tone of voice with bite
Provocative, lighthearted, and deeply human. With just the right amount of spice.
A vibrant visual identity
Loud layouts, expressive typography, punchy colors, and mouth-watering food photography. Confident, tasteful, and instantly recognisable.
A flexible messaging framework
Built on four strategic pillars: Tasty & healthy, People & productivity, Sustainability & ESG, Ease & innovation.
A complete brand book
To equip in-house and external teams with clear visual and messaging guidelines for every touchpoint.
With a strong foundation set, we launched a campaign that would be hard to ignore, tailored to two distinct markets. In Berlin, the goal was to introduce a new standard of office food and challenge a culture used to leaving the office for a proper meal. In the Netherlands, it was about strengthening the brand and standing out in a crowded catering landscape.
We developed a multi-phase campaign strategy, making sure local insights were infused into every touchpoint. It was rolled out across social, events, activations, direct mail, and more – always speaking directly to heads of people, facility managers, and office managers.
The unifying message was simple but sharp: If you expect the best from your team, then shouldn’t you also give them your best?
It’s a strategic advantage.
