Chartwells: Beyond the Kitchen

The task

As the leading school meals provider, Chartwells understands that adding value for schools in a way that’s distinctly different from their competitors is vital to winning and retaining contracts. Cracked was brought in to give the Chartwells value-add programme a creative refresh to enhance their brand recognition and reflect the exemplary quality of their work in the education sector. And so, ‘Beyond the Chartwells Kitchen’ was reborn!

Full creative realisation of the new Chartwells value-add programme, ‘Beyond the Chartwells Kitchen,’ including brand identity and client materials within one month.

The solution

We needed to design a solution that would meet a strict brief and an even stricter budget, to ensure internal project approval as part of a competitive process. We then created three very different brand concepts for Chartwells to assess, created a new logo and identity, a client brochure, and presentation and evaluation templates — all within a month. We also designed a new website layout for the online portal that their schools use to book the added-value activities, which included nutrition assemblies, cookery lessons, workshops and events.

“It was very light touch for me. I was reassured throughout the whole process, which really put me at ease. Cracked are different because of their knowledge and their links and relationships with manufacturers, foodservice operators and the wider sector.”

Meg Longworth, Head of Nutrition & Public Health

The results

  • Costing a solution to achieve tight budgetary restrictions
  • A distinctive rebrand of the initiative and of all marketing materials
  • A more user-friendly and on-brand website
  • Evaluation templates to help gather school feedback and demonstrate educational outcomes