Overview
World Fare aims to simplify culinary exploration through premium, ready-to-heat meals while supporting local communities. Tenth Mountain developed the brand and performance marketing strategy that brought World Fare from concept to market—literally building the brand from scratch.
The Challenge
World Fare was a startup with a compelling mission but no brand identity. The company needed to establish a distinctive brand that communicated both premium quality and commitment to community impact in a competitive meal delivery market. The brand needed to differentiate World Fare from convenience-focused competitors by emphasizing culinary exploration and social impact.
Services Provided
- Brand & Performance Marketing
- Brand Strategy & Development
Strategic Approach
Brand Development
Tenth Mountain expertly guided World Fare through:
- Brand naming and identity development
- Comprehensive brand positioning
- Visual identity creation reflecting quality and community values
- Messaging framework communicating both culinary and community benefits
- Brand guidelines for consistent application
Visual Identity System
Created distinctive brand system featuring:
- Memorable brand name and wordmark
- Premium aesthetic communicating quality
- Visual identity reflecting culinary and community focus
- Imagery direction emphasizing authentic food and diverse communities
- Design system enabling consistent brand expression
Performance Marketing
Developed performance marketing approach including:
- Launch campaign strategy
- Digital marketing and advertising
- Social media content strategy
- Email marketing and customer acquisition
- Analytics and optimization framework
Messaging & Voice
Established clear brand voice communicating:
- World Fare as gateway to culinary exploration
- Premium quality and authentic flavors
- Community support and social impact
- Convenience without compromise
Results
According to Julie Lehman, Former SVP at Flying Food Group: “The team at Tenth Mountain delivered the World Fare brand from scratch exceeding our expectations. They expertly guided us through the process of naming and defining our brand, and then brought it to life with exceptional visual, verbal, and service design and development.”
World Fare successfully launched with a distinctive brand that stood out in a crowded market. The brand communicated both the premium quality of the meals and the company’s commitment to supporting local communities—enabling World Fare to attract customers who valued more than just convenience.
The project demonstrated how comprehensive brand building—from naming through visual identity to marketing strategy—can establish a compelling market position for startup companies.