Setting up a local family food business for international success

International

Fresh Food

High Quality

Sustainably Sourced

Underscore helped Wild&Org to clearly define their target customer as a smart, health-conscious consumer, attracted to quality, international food concepts and unwilling to settle for options that disappoint. The core problem the brand was built around is one that remained largely unsolved in the market: it is genuinely difficult to find food that is healthy, delicious and fast, all at the same time.

We based Wild&Org’s brand authority on three clear commitments: using only the highest-quality natural ingredients, making everything fresh daily using locally-sourced produce, and maintaining a welcoming environment. Today, these are not just used as marketing claims, but act as operational standards that are built into the brand.

We agreed their customer experience to be as equally straightforward: discovering new flavours, enjoying a welcoming experience, and getting back to their day nourished and energised. By removing the friction between healthy eating and a busy lifestyle, we were able to plan a success state for their customers where quality, taste and convenience are no longer in conflict, making Wild&Org both the right solution, and the obvious choice.

Wild&Org is a healthy café and restaurant concept founded in Jeddah, Saudi Arabia, with a family background in organic fruit and vegetable supply. The ambition was to create something that did not yet exist in the region: a premium Grab&Go food destination serving health-conscious consumers without asking them to choose between quality, taste and convenience. The longer-term vision was for Wild&Org to become a scalable franchise model with international potential.

The brief presented a genuine creative and strategic challenge. Saudi Arabia’s fast-casual food market had growing competition, but no brand had successfully combined the credibility of truly organic ingredients, the accessibility of grab-and-go, and the premium aesthetic required to sit comfortably in a luxury retail environment.

Underscore was engaged to build the brand from the ground up: from brand naming, audience/competitor analysis and positioning through to visual identity, messaging and digital presence. The name Wild&Org was developed to reflect the brand’s core philosophy, that the harmony between natural ingredients, different food cultures and honest preparation methods could produce something exciting and genuinely new.