Lina's & Dina's
- RoleBrand Management, Marketing Strategy, PR, Social Media Content
- Year2024-
- NicheF&B
Overview
Overview
Lina’s & Dina’s Diet Center, established in 2005, is a pioneer in Kuwait’s meal planning and nutrition science-based food.
In 2023, they sought a brand overhaul to recapture their leading position in an increasingly competitive market.
The Challenge
Our primary challenges included rebuilding brand awareness amidst intense competition and differentiating Lina’s & Dina’s from other health food providers.
Our Solution(s)
After an audit of the L&D Brand Identity, we identified what was holding the brand back: outdated Branding, lack of consistency across collaterals and a lack of visual positioning. We then proposed and executed an 80% Brand Refinement of Lina’s & Dina’s. This included a new LogoType, with four variations; a refined Color Palette; new bilingual Typography; Organic Graphic Elements; reflected across each collateral — from stickers to sleeves, to the now-iconic L&D Meal Box.
After finalizing what the new Brand ‘looks like’, we moved on to what the new Brand should ‘talk like’. This took on the form of a Verbal Identity. Including positioning L&D as ‘your nutritional Bestie’ — authoritative yet approachable, friendly yet firm. Additionally, the Verbal Identity contains a full guideline for the Customer Experience (CX) Team should speak to L&D Clients. As the final part of our Brand Refinement, the program names were reworked from the ground up. The older names were confusing at best and simply outdated at worst. Weight Loss, Gain and Maintenance programs became WeightMinus, WeightPlus, WeightSteady. The Athlete Program became The Pro Plan, while Keto became the Keto KickStart Plan. Other names included 6ix Plan (Six Pack Plan), The Glow (for Moms), BariActive Plan (Bariatric Program).
Marketing Strategy
To propel the brand forward, a Brand Marketing Strategy was drafted and executed by us. This included Marketing Strategy included both online and offline spheres, for bi-directional approach. The Strategy covered all Brand Marketing Activities from 2023-24; a Playbook, a Blueprint, a full Plan for every month, across the entire Marketing Scope. The plan also informed our Social Media Content, Public Relations, and Digital Marketing Activities.
Social Media, PR & Digital
Based upon the Marketing Strategy, our next steps were three key aspects: Impactful Social Media Content, B2B & Influencer Tie-Ups, and Digital Marketing Content. For the Social Media Content, we created a thorough Creative Direction & Strategy. Covering everything from Short Form Content (Instagram Reels), Photography, Graphic Design Content and In-Post Copywriting. The content aimed to elevate the Brand Image of L&D via impactful visuals, emphasizing the unique offerings.
PR Activities
PR Activities were multifaceted: from scouting, screening, and selecting the faces that became the Lina’s & Dina’s & Friends Program (Brand Ambassadors). Secondly, we facilitated tie-ups with entities ranging from Corporations to smaller Businesses, all sharing the same Brand Values as L&D. Lastly, the Digital Marketing aspect was focused on generating Leads through timely offers and deals — purely Graphic Design based.
L&D x Talabat Mart
On the occasion of Back 2 School, we facilitated a collaboration between Lina’s & Dina’s and Talabat Mart. From naming to designing of the Kids Meal Lunch Boxes, our purpose was to ensure the Boxes were
Our Impact
Our work enhanced brand recognition for L&D as well as increased customer engagement across all brand touchpoints.