Leopold Ketel Rebrands Meals on Wheels, One of Metro Area’s Most Visible and Successful Non-Profits

PORTLAND, Ore.—Portland marketing firm Leopold Ketel has rebranded Meals on Wheels, one of the metro area’s favorite and most successful non-profit organizations.

For 40 years, the organization was known as Loaves & Fishes Centers, The Meals-on-Wheels People.  After extensive research, it was determined that many people were confused about the lengthy name.  Many more were familiar with the name Meals on Wheels than with Loaves & Fishes Centers.  Leopold Ketel’s research showed that Meals on Wheels should become the organization’s name with Loaves & Fishes Centers as a tagline.

“After learning the assignment, we were really determined to create a logo that would bring new energy and life to this iconic organization,” said Jerry Ketel, LK’s co-founder and creative director.  “Color and motion were important too, since we wanted to show motion without using wheels.  We chose an apple green because it is contemporary and relates to many foods.”

“We love the new logo and have received many compliments,” said Joan Smith, Meals on Wheels People executive director and president. “We’ve incorporated the logo into everything we do.  It’s on our building, trucks, delivery vans, aprons used by staff and volunteers, and  for our Donate Dinner campaign and advertising.”

The nearly one-year-long process included these LK team members: Olga Haley, account manager; Jerry Ketel, creative director; Kevin Reynolds, senior designer, Julia Lodge, media buyer and Marilyn Foster, production manager.

LK is well-known in Oregon for its branding or rebranding for many of the state’s most prominent companies and organizations, including Oregon Humane Society, Tillamook Cheese, Hood RiverDistillers (Pendleton Whisky, Yazi Ginger Vodka, Üller Peppermint-Cinnamon Schnapps) and  Campfire Kids. LK will soon begin working on Pittock Mansion’s 100th anniversary brand development and marketing.

Leopold Ketel was founded in 1996 and that same year relocated to the Old Railway Building in downtown Portland. A full-service marketing firm, LK’s expertise is in advertising, design, media planning and buying, public relations and promotion marketing. For more information, visit LeopoldKetel.com or call 503-295-1918.