Slim’s Healthy Kitchen is one of the longest standing clients on the Kaizen Brand Evolution roster. Since their fruition, we have developed the brand, from the brand identity, tone of voice and brand personality to their website, social media design, menus and interiors. Our working relationship has strengthened as the business has continued to grow significantly, with the opening of 4 new restaurants in the Belfast area and now a new venture into all of the DW Fitness Clubs. Slim’s Healthy Kitchen continues to develop and evolve their brand with us and the understanding of the brand values is what makes our business, and theirs, truly successful. When we received news that Slim’s garnered a contract with DW Fitness Clubs to open the Express model across all stores in Ireland, United Kingdom and Scotland we were absolutely thrilled for their business.
The past two weeks has seen the launch of the Slim’s Healthy Kitchen brand in DW Fitness Clubs across Northern Ireland and with our help, we have delivered the Slim’s brand experience in this new venue. Brand consistency across the DW roll out was imperative and with the design of Digital menus for screens behind the counter, interior graphics for the restaurant, promotional material such as flyers, pop-up banners and social media posts we have set the standard for future Slim’s Health Kitchen Express roll-outs.
We worked closely with the marketing and management team at Slim’s Healthy Kitchen in the design of the new menu for DW Fitness Clubs. The brief was to attract and engage gym users, parents of children using gym facilities and appeal to personal trainers alike. We designed and developed a series of high impact graphic devices and colour schemes, bringing the screen menus to life. The brand personality is highlighted in the Slim’s Express model, use of contemporary graphic design utilising standout illustrations, high impact photography and personable brand language.
Along with the new menu design, we had to adapt the Slim’s Healthy Kitchen brand to suit the interiors of each DW Fitness Club. We created a series of branded vinyl signage, which can be seen throughout each location on counter fronts, window displays and feature walls. Vinyl signage is a great way of displaying brand identities, language and offers across the store especially on this project we were able to brand the already existing unit rather quickly. In addition to the vinyl signage we created and designed a series of internal posters for the restaurant. For the poster designs, we called upon local photographer Fergus Jordan (Whitecloud Photographic) who produced a beautiful series of stylised food photography showcasing the offering at DW Fitness Clubs. The imagery reflected the brand values for the Express Store fantastically using bright, eye-catching backdrops as well as some extremely creative food styling shots. The mix of high-end photography, graphic design, typographic design and illustration really sets Slim’s Healthy Kitchen apart from their competitors. The introduction of the branding into the DW Fitness Clubs has completely transformed the way healthy food and drink is now offered in this fast paced environment.
With the success of the first four Slim’s Express restaurants opening across DW Fitness Clubs Northern Ireland in Boucher Road Belfast, Bangor, Newtownabbey and Londonderry we are excited to evolve the brand even further as Gary McIldowney prepares to take over the DW Fitness Clubs restaurant offering across the United Kingdom and Scotland. Slim’s Healthy Kitchen is the perfect example of brand evolution, highlighting our own business model that together we are creative change makers, achieving big results from small changes over time well spent with clients. The Slim’s Healthy Kitchen brand has never been as strong as the business continues to grows, so do we.