Prept
Naming and branding for an educational charity to impact food culture across the UK. By equipping a Sussex educational charity with an impactful name and identity, we crafted a high-quality brand to help the organisation scale, secure new partners, and serve food culture in the UK. Built on foundations of food and engaging cooking experiences, Prept now inspires a new generation to live happier and healthier lives.
Brand guidelines Brand visualisation Business strategy Copywriting Culture change Logo design Naming Tone of voice Visual identity Web design Web development
Charity Education Food & drink
UK
Connecting with cooking experiences early on in life can help create positive opportunities in food. But learning how to cook as a kid isn’t a given—skills need teaching. Prept proves that learning how to prepare food is far from stale.
Twisting the lid on learning, slicing through barriers to education and savouring the flavour of culinary experiences, we transformed an educational charity into a high-quality food brand. This supports the organisation’s ambitions to serve the foundations of food culture in the UK, to scale from Sussex across the nation.
Making food foundations ‘Prept’, simply and urgently speaks to cooking skills that young people can take home, into the hospitality industry and throughout life.
To the point
While the name Table Talk worked for the charity’s business network, it was too passive for an organisation that prepares kids with immersive cooking experiences. It needed a name that brings the action and confidence necessary to set the foundations of fruitful food cultures.
Bringing more urgency and impact, it was time to get right to the point with Prept. Speaking more closely to preparedness and skills, Prept reflects the empowering foundational element of learning how cook—when you’re prepped in the kitchen, you have every chance of success.
Drawing on the language used in both commercial kitchens of the hospitality industry, as well as the home environment, we introduced a key brand phrase ‘Yes, chef? Yes, Prept.’, used for empowering verbal interactions with kids in the classroom.
The brand wordmark’s full stop personifies the impact of setting foundations in food, while the memorable ’t.’ in the name reflects tablespoon and teaspoon abbreviations used in cooking recipes.
Working with UnitedUs was a great experience. They listened to our ambitions and turned them into a brand that not only looks great but really speaks to what we’re trying to do with food culture in the UK. The team made it easy and fun, and we’re so happy with the final result. Prept is going to allow us to inspire so many more young people through food and take us to the next level!
Jessica Aggarwal, Co-founder and Events Director at Prept
Slicing through barriers
Making cooking feel real and accessible meant leaning into the sensory language of food. We oozed, chopped and sploshed this identity by communicating a brand that is set up to say it sensory. This also meant putting the proof literally in the pudding, visualising Prept in the states and materials of food and cooking.
Leaning into food prep words that people actually use isn’t exclusively reserved for just verbal communication. The wordmark incorporates a ‘splosh’ device that bakes a relatable cooking experience into the visual identity.
Twisting the lid
Generative visual AI enabled creative opportunities to be explored without a big budget, offering the ability to produce thematically and conceptually relevant imagery. This elevated the brand to a level which has historically been difficult to achieve for an organisation of this scale, especially a not-for-profit where every pound counts.
The brand is now prepared to make an impact across its audiences and channels. It speaks to the kids it works to inspire, the schools and hospitality organisations it aims to partner with, and sets up other potential revenue streams such as prepared meal kits or kitchen products.
Related projects
The Ernest Cook Trust
Telling the story of a brand new strategic direction, rooted in the land.
UnitedUs met the Ernest Cook Trust at a time when the organisation's brand and strategy were both in need of a fresh perspective. Working alongside the charity's strategy development, we cultivated a new brand positioning that was both rooted in the charity's enduring heritage and brought new life to its emerging strategy.
Buttle
A fundraising-ready brand for a frontline children’s charity
For over 70 years, Buttle UK has been the quiet force behind the scenes, providing the essential items that keep a childhood on track. But in a world where the gap between the ‘haves’ and ‘have-nots’ is widening, being quiet was no longer an option. Buttle needed to stand up and have a voice about the support needed to deliver what’s truly important to protecting childhoods.
Want to build your brave brand with us?
