Brand Summary

Sixteen Hands LLC will reposition Chop5 Salads & Bowls as the premium, clean, and wholesome chopped salad and bowl concept of choice for customers seeking protein-packed, 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 experience—feels seamless, intentional, and memorable. Once a brand refresh is complete, the focus will turn to identifying storytelling opportunities that differentiate, increasing return visits with a compelling loyalty program & 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 Guidelines

• We will conduct a copy review, identify key terms, and hone in on tone and messaging 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, speaks to the customer, and creates consistency in its brand personality. 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, logos and colors across web, email, printed collateral, social, and interior/exterior signage is causing brand confusion.

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