Brand Summary

Sixteen Hands LLC will reposition Chop5 as the premium, wholesome, and protein-packed chopped salad and bowl concept of choice for customers seeking clean, convenient options for lunch and dinner. A unified guest experience is crucial for restaurants because it builds trust, reinforces brand identity, and ensures every touchpoint—from digital interactions to in-person service—feels seamless, intentional, and memorable. Once a brand refresh is complete, the focus will turn to increasing return visits with compelling loyalty offers & messaging, and converting new customers with strategic advertising and attractive offers.  

Key takeaway: Devaluing your product through language & copy

  • Usage of generic words like “fresh”, “healthy”, and “tasty” can strip a product or service of its uniqueness, making it feel less premium, less considered, and ultimately less valuable in the eyes of the customer. Phrasing such as “eat with no regrets” feels dated as diet and health food culture has shifted to acceptance of a wide spectrum of needs and lifestyles.

Key deliverable: Brand Voice workships

  • We will deploy brand voice exercises, identify key terms, and hone in on a tone that resonates with your audiences and is reflective of Chop5’s products and services. Brand voice guidelines will deliver copy and key term usage that differentiates, tells a story, and speaks to the customer. Chop5 will talk about their quality of product, place, and people in a way that goes deeper, builds trust, and creates consistency. Brand voice work will apply to all copy across:

    • Email Marketing

    • Loyalty Messaging

    • SMS

    • Web

    • Third party


    Key Takeaway: Inconsistency in key brand assets & visuals

  • Inconsistent use of fonts, font styles, and colors across web, email, printed collateral, and social is causing brand confusion.

  • Photography is professional, but not polished nor distinguishable with many looking like stock photos. Social images and videos often show dirty or unorganized stations that give off an unappealing and unappetizing impression.


    Key Deliverable: Updated guidelines for Chop5 visual identity

  • Updated and finalized guidelines for brand assets and their applications for easy reference. Design templates will be created for

    • Email Marketing - both one time and automated

    • Physical collateral, in-store signage, mailers and more

    • Web

  • Two day photoshoot that includes all menu items and LTO’s shot professionally and in a style that is distinctive, differentiating, and shows Chop5’s products in their best light for use in updating web, Toast and third party delivery sites. Day two will include a lifestyle shoot of food, location and more to be used for collateral and social.


Key Takeaway: Lack of clarity and consistency of offers

  • Promoting offers and discounts that lack clarity and consistency can confuse guests, erode trust, and ultimately undermine the perceived value of the brand. Let’s hone in on what works, ditch what’s not, and make sure guests are responding.


    Key Deliverable: Revamped suite of offers

  • We will deliver a revamped suite of customer offers that are both attractive and easy to understand, driving engagement while reinforcing brand value and trust. A schedule and cadence for delivery, tracking, and measurement will also be deployed.

    Project Cost: $10,000*

    Project Timeline: 2 months

    Ongoing support: to be determined


    *project cost does not include photography fees