Starfoods

Starfoods

Strategic repositioning, rebranding and integrated communication for Starfoods and its portfolio of food service brands

Starfoods is the parent company of one of the most dynamic and diversified food service groups in Portugal, bringing together brands with distinct identities and propositions such as Loja das Sopas, Companhia, Basílico, Selfish, Bifanas Vendas Novas, Ti Catarina and, more recently, I Love Poke and Twist.

At LV, we were responsible for Starfoods' repositioning strategy, a foundational piece of work that involved a deep rebrand designed to clarify the group's positioning, organize the brand portfolio and prepare Starfoods for a more consistent phase of growth and expansion.

We work the brand in an integrated way across multiple fronts, from digital communication and social content creation for each brand to the development of graphic supports for physical spaces, such as menu boards, in-store materials, layouts and other touchpoints essential to the consumer experience.

Each group brand also went through dedicated branding redefinition work, respecting its own identity and natural evolution:

Loja das Sopas was repositioned as a brand open to the world, embracing soups from different cultures and geographies.

Companhia adopted a healthier positioning, with a visual and conceptual language aligned with new consumption habits.

Selfish went through a brand refresh process, becoming more current, direct and relevant to its audience.

This is an ever-evolving project where strategy, creativity and execution move side by side, and where we take pride in supporting the growth of a group that keeps reinventing itself, brand by brand.