Client:

Kokke mod Cancer

Task:

Develop brand strategy and design visual identity

Platform:

Online/SoMe

Partners:

jonaslodahl.dk and nicolastobias.com

Year:

2016

Building a powerful brand for Kokke mod Cancer

In 2015 seven of Denmark’s most celebrated chefs declared war on cancer. A culinary celebration of life and a raised index finger at cancer, Kokke mod Cancer (Chefs against Cancer) is the seven’s response to a disease that affects one in three people and now has found a way into their lives, too.

Kokke mod Cancer was kicked off at Restaurant Kanalen in Copenhagen with a 21 course gourmet dinner party. The sold out launch was nothing short of a huge success. Fifty people attended and helped raise – together with a large number of very generous sponsors – almost DKK 120,000 for Kræftens Bekæmpelse (The Danish Cancer Society).

Core story

The need to make a difference
To dine is to live

Values

Love
Happiness
Commitment

Material brand assets

World class gastronomy
Fun and pleasure
Reciprocal charity

Wrapping

Danish minimalism
Rustic and natural
The personalities of the chefs

The brand stem cell

The brand stem cell is the organism from which the entire brand is cultivated. At the core of the cell is the tale about what makes the brand unique and sets it apart from competition.

Two very strong stories unite Kokke mod Cancer: the chefs’ unquenchable thirst for making a difference and their profound love of their trade.

Surrounding the core story are the instrumental values that the chefs subscribe to. Love, happiness, and an unwavering commitment to combatting cancer are the three most powerful.

Moving into the outer layers of the brand stem cell we reach the material brand assets. In other words the brand as directly experienced by the consumer.

For Kokke mod Cancer the main material brand assets are:

  • the 21 Michelin star worthy courses served at the Kokke mod Cancer dining events,
  • the heartwarming vibe of the events, and
  • the actual charity.

The wrapping – or the brand membrane – is how the brand is actually communicated.

Kokke mod Cancer is a Danish outfit. We therefore combine Danish minimalism, the qualities of the Danish countryside and Danish produce with the welcoming personalities of the seven chefs in visuals and text strongly associated with Danish culture and gastronomy.

And so you have it. The complete stem cell of Kokke mod Cancer. Now to grow the brand…

Core story

The need to make a difference
To dine is to live

Values

Love
Happiness
Commitment

Material brand assets

World class gastronomy
Fun and pleasure
Reciprocal charity

Wrapping

Danish minimalism
Rustic and natural
The personalities of the chefs

The core story

Despite the powerful story behind Kokke mod Cancer – seven star chefs, 21 servings, DKK 120K to Kræftens Bekæmpelse – media interest was at best lukewarm.

What Kokke mod Cancer had in culinary skills it lacked in brand identity. So for the Kokke mod Cancer 2016 event, Leanius joined in to help build a strong brand platform. Pro bono, of course.

With people this dedicated identifying the core story was easy. What unites the seven chefs is their profound love for food and their commitment to freeing the world of cancer.

It probably wouldn’t be an overstatement to label their feelings towards cancer as genuine hatred. However, Kokke mod Cancer had always been about feeling good.

As such Kokke mod Cancer is the antithesis to cancer. It’s a celebration of life. It’s happiness, friends, family, and culinary hedonism. Everything that cancer is not and tries to destroy.

The logo

The Kokke mod Cancer brand platform had to reflect the love, hope, and caring of the seven chefs. As well as their passion for food.

Building upon this insight, it didn’t take long for the heart to manifest itself as the only natural choice for a logo. Both the heart and the color red are strongly associated with cancer and cancer treatment.

By using elements from the chefs’ daily lives to form the heart, we allow the personalities of the chefs to shine through. Take a closer look and you’ll see a colorful mix of utensils, ingredients, dishes, and, of course, symbols linked to hope and love.

The logotype communicates the very essence of Kokke mod Cancer. It’s a fight. It’s two opposites: the chefs in one corner and cancer in the other.

Letters are kept in the same size as a reminder of the power of the opponent . Cancer is not going to hit the canvas anytime soon. But we’ll prevail. The heart is on our side.

Design director
Jesper H. Pedersen

“We’re dealing with many very sensitive issues here: cancer, charity, and indeed gourmet, too, which has become almost a religion for many people. So we knew we had to strike a balance between joy and sorrow. Between light and darkness.”

Look ‘n feel and tone of voice

With a price tag of DKK 1,600 Kokke mod Cancer is indeed one of the more expensive charities. Exclusive? Absolutely. Elitist? Never.

The visuals had to reflect this. We decided on a raw minimalist look in line with the current perception of high-end Nordic cuisine. We put together a color palette of darker more earthy tones to allow the logo and the dishes to really shine. At the same time the colors serve as an homage to the chefs’ unyielding commitment to carefully selected natural ingredients.

The personal interaction between chefs and guests is part of what makes Kokke mod Cancer so special. Rather than hide in the kitchen, the chefs mingle and entertain between courses.

To recreate the intimacy of the Kokke mod Cancer events we adopted a very informal language for the chefs’ bios. Almost like the spoken word. The absences of a third party writer or interviewer creates a sense of proximity. Combined with the medium close ups you get the feeling that the chefs are communicating directly to you. No filter.

Design director
Jesper H. Pedersen

“This is one of few charities where you get something tangible in return for your donation. We’re talking a 21 course gourmet dining experience. So we wanted that as one of the cornerstones of the Kokke mod Cancer brand.”

SoMe

An imposing enemy require an imposing army. And what place better to recruit than social media?

So that’s where we started. Yes, we also build the kokkemodcancer.dk homepage. But we kicked off with Facebook and Instagram. Partly because these social media platforms provide content to the homepage and partly because this is where the action is.

We wanted to engage people. We needed to get the word out. And we had 60 tickets to sell, too.

We lunched a full blown Kokke mod Cancer Facebook page a Thursday in March. Tuesday the week after all tickets were bought. In 2015 it took about two months to sell the 50 seats available. In 2016 thanks to SoMe Kokke mod Cancer was sold out in only four days.

The future

With a solid brand platform and an engaging core story there’s only one way for Kokke mod Cancer. And that’s up. Interest – not to mention sales – exploded in 2016. One can only guess to which new heights the project will soar in 2017.

As the initiative grows so will the challenges. Increased awareness means increased complexity. Kokke mod Cancer will have to address a very diverse mix of interests. From those of guests and sponsors to those of the media and other (competing) charities.

However, the lean, agile brand platform we build for Kokke mod Cancer is capable of precisely this. The brand is rooted in a strong core story, which allows it to lean towards the wants and needs of the market at any given time without tipping over. The brand is able to cater to different stakeholders without betraying its raison d’etre.

It’s amazing what a strong story in combination with strong visuals can do. When we went live with www.kokkemodcancer.dk and www.facebook.com/kokkemodcancer people immediately started liking, tagging, and sharing. Because we’re talking a very good cause. And because Kokke mod Cancer is instantly recognisable.

Even if the web is all about zero and ones, we’re still people. Which means we relate to other people. People centricity is king. On- and offline.

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About us

We help companies revitalize their brand. We believe the key is to know yourself. Because only when everyone in your company pulls in the same direction can you draw on all your resources and make meaningful connections with your customers. And by meaningful connections, we don’t just mean sales. We mean loyalty. Growth. An experience that makes such a positive impact that your customers have to share the news about the difference your product or service has made to their life.

Contact us

Leanius ApS
Fruebjergvej 3
DK-2100 Copenhagen Ø
Phone: +45 6167 9393
E-mail: hello@leanius.com
CVR: 37395412
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