Case Study: The Mac Factory
Reinventing an icon
We all remember the Mac & Cheese thursdays at school, those bland, beige and tasteless school dinners. Unfortunately that’s left an imprint and still how most of us think of the cheesey pasta.
Fortunately, The Mac Factory is here to change that and turn that attitude on it’s head. Graham, the founder’s goal was to change that perception and reawaken the nation’s appetite to it’s simple deliciousness, bringing us gourmet Mac & Cheese. Having scoffed a few pots myself, gourmet is an understatement.
Freshly made to order with a 3 cheese sauce and a unique thyme and parmesan crumble garnish with a plethora of mouth watering toppings; this is the ultimate lunch time comfort food.
Having also appeared on Channel 4’s Tricks of the Restaurant Trade, MTV, Timeout and countless other media sites it’s been taking London by storm.
The Mac Factory was born in Camden market as a street vendor with ambitions to grow beyond into an international fast food chain.
Last year, Graham approached us to reinvigorate his brand and give it an identity that it deserves and a voice that champions his offering. That gets him closer to his dream.
Having god-like adoration over in the states, it’s time for the New York icon Mac & Cheese to make it’s come back in the UK.
Seriously Mac & Cheese
Our proposition for the Mac Factory began with ‘an icon reinvented’, from that the line ‘Seriously Mac & Cheese’ was born. Capturing the essence of Graham’s mission. Our redesign builds on the existing assets; Lady Liberty and the Americana style, but reimagined with stand out, ramped up attitude and taste appeal. Built around Mac & Cheese’ American and New York industrial working class roots, we celebrated it, combining classic pop Americana with industrial factory insignia to create a unique identity that’s unmistakably The Mac Factory.
Factories across London
Combining the sleek curves and glamour of Americana with the industrial ruggedness and bold symbology of the factory we’ve created an identity that, like cheese in the Macs, has a good dose of character and is big on impact. It tells a message of ease, accessibility to all and a taste worth stopping for.
A bold look, for a bold return of an icon.
We applied the brand to the unit in Camden, the Euston Cafe and now for a kiosk which will site in Shopping Malls, working with a kiosk designer, we supplied styling mood boards and branding to create a convenient fast food outlet in shopping malls; the ultimate one stop shop for comfort food seekers.
Creating the website
We wanted a website to embody the brand as a digital avatar, be a responsive multifunctional site that not only showcases the Macs but also acts as a place to explore the locations, book for events and find out a little more about the Factory. So that’s what we did.
The client says
“We just wanted to say thanks so much to you and Poonam for all your guys help, never worked with any companies that go so beyond what would be expected. You guys are doing great things and so happy with the outcome.”
Graham Bradbury – Founder of The Mac Factory