Problem
Stouffer’s launched the Gold Club as an online program to support, inspire, and reward foodservice operators. The challenge was to create a visual identity and awareness campaign that would communicate the program’s value, foster a sense of community, and align with the established Stouffer’s brand.

Solution
The Gold Club’s visual identity centers around a gold star and gradient treatment that represent excellence and recognition while complementing the Stouffer’s color palette. Inspired by the North Star, the gold star symbolizes guidance and leadership within the foodservice industry. Authentic photography of real operators adds a human touch, and concentric rings highlight their impact and strengthen the visual sense of community. Together, these design elements position the Gold Club as a trusted and inspiring resource for foodservice professionals.