When Evergreen Kitchen Supply first approached our agency, they were facing a common challenge: despite offering exceptional commercial kitchen equipment, their brand presence failed to reflect their quality and expertise. Sales were stagnant, and they struggled to differentiate themselves in a crowded market. This case study reveals how a strategic branding overhaul transformed their business trajectory.
The Challenge
Evergreen had been operating for over 15 years with the same basic logo and website created during their startup phase. Their visual identity looked dated, inconsistent, and failed to communicate their commitment to sustainability and cutting-edge technology—two key differentiators in their offering.
Their marketing materials varied wildly depending on who created them, and their website featured confusing navigation and poor product photography. Despite having a loyal customer base who appreciated their service and product quality, they struggled to attract new business and command premium pricing.
The Branding Process
Our approach began with extensive research, including:
- Competitor analysis across the commercial kitchen equipment industry
- Customer interviews with existing clients ranging from small restaurants to large institutions
- Internal workshops with Evergreen’s team to identify core values and vision
- Market research on sustainability trends in commercial food service
This research phase revealed that Evergreen’s commitment to energy-efficient equipment and exceptional after-sales support were standout strengths that competitors weren’t effectively communicating in their branding.
Based on these insights, we developed a comprehensive brand strategy centered around the concept of “Sustainable Kitchens, Enduring Quality.” This positioning highlighted Evergreen’s dual commitment to environmental responsibility and long-lasting products.
The visual rebrand included a modernized logo featuring subtle leaf elements, a refined color palette of deep greens and brushed metallics, custom photography highlighting their equipment in beautiful, working kitchens, and a completely redesigned website with intuitive product categorization.
The Results
Within six months of launching the new brand identity and website, Evergreen experienced:
- A 47% increase in website conversion rate
- 68% growth in new customer inquiries
- 32% improvement in average order value
- Successful entry into the high-end restaurant market segment
Beyond these metrics, the rebrand dramatically changed how Evergreen was perceived by potential clients and industry partners. Sales representatives reported that prospective customers now viewed them as premium providers rather than middle-market suppliers.
Perhaps most telling was feedback from a longtime customer: “I always knew you offered great products, but now your brand finally matches the quality we’ve experienced for years.”
Evergreen’s transformation demonstrates how strategic branding can fundamentally shift business outcomes when it authentically communicates a company’s true strengths and values.