The Eat Better Together brand was created for the Colorado Department of Health and Human Services (CDHS) as a platform for educating and empowering Colorado’s lower income residents on how to eat healthier on a budget. The brand was the cornerstone of an overarching integrated marketing campaign for CDHS, with goals of increasing knowledge and awareness, influencing attitudes and beliefs, and promoting positive behavior change focused around increased fruit and vegetable consumption.

The brand creation process started with in-depth formative research – including developing a comprehensive understanding of the audience and its motivators – and brand name development was based on that research. After several rounds of focus group testing and iterating, the name Eat Better Together was deemed a clear winner, and was determined to be the strongest option to move forward with for various reasons, including the fact that it acted as not only a brand name but as a strong call-to-action as well.

With the name finalized and vetted across both English-speaking and Spanish-speaking audiences, we began rounds of design and testing for the logo itself. The strategy called for a design that leveraged the Colorado landscape, something we knew resonated with the audience and also tapped into the pride the audience had in their home state.

Once a logo was finalized through further testing, our team began the brand aesthetic phase of the project. The logo was updated in a colorway that reflected the warm, fresh, friendly tones that were prescribed by the research and brief, and a full style guide was developed for the brand and campaign.