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Nova Food is a brand new culinary quarter for London and part of the 2-acre Nova, Victoria development by Landsec. It’s the actual cherry on top of their revitalisation of the area – and demanded an inspiring identity. An identity and launch that got people curious, able to reach across London’s notoriously competitive food scene to appeal as a place for different tastes.
In partnership with the Landsec team, we worked with them to help create the identity for the destination. Working on the name, branding and positioning, the team knew it needed a dynamic tone of voice and a clean, distinguished identity able to hero the variety of cafes, bars, restaurants and kiosks available.
Our creative appeared across London at Kings Cross, Pimlico, St. James, Vauxhall, Clapham Junction and Victoria station, which Landsec took over for the launch. Six-sheet posters, digital escalator panels and content from influencers helped us spread Nova Food’s message across the capital.
To support the launch we worked with the Landsec PR team on a special delivery: a curated desk-drop of Nova Food products and produce to 40 key food journalists. Each branded box came with an invitation featuring a fork as an integral part of the overall design.
Since the launch of Nova Food, it’s been visited by thousands of people and this number grows every day, targeted Instagram and Twitter influencers created stories which prompted restaurant critic Grace Dent to comment, “It’s unrecognisable over there”.