Culinary

Case Study

 

Rebranding

& packaging

Culinary – Rebranding + Packaging

Challenge: culinary re-brand, repackaging, and line extensions

Results – Added 12 new skus in 3 categories & increased sale 250%

Challenge

Culinary re-brand, repackaging, and line extensions

Situation:

  • The product had launched to moderate success gaining key retail position but growth had stalled.
  • The product was positioned as a super-premium product using only the finest ingredients and produced in small ‘craft” batches – but the packaging didn’t match the high retail price.
  • The product needed to evolve its brand “look and feel”, introduce upscale packaging and expand the product offerings.
  • No PR effort or media outreach

 

Solution

  • Identify the core elements of the brand and packaging that were working and evolve the elements that were not.
  • Introduce 12 new SKUs in 3 new categories.
  • To keep continuity the original sauces stayed in the original bottle but the paper label was removed and replaced with a “painted on” label– creating a cleaner line and exposing the beautiful ingredients.
  • Each new category was delivered in custom designed bottles with the same “painted” labeling.
  • Hangtags with recipes and serving suggestions were added.
  • A beautiful series of recipes cards were created for in-store giveaways.
  • Created an award-winning Media/Press Kit for PR outreach

Results

  • Increased sales 250%
  • Won best new product at Fancy Food show
  • Gained distribution at William-Sonoma, Crate and Barrel Marshal Fields and Sur La Table.
  • Delivered $250,000 in value-added PR and media
  • Picked-up by largest, most prestigious national Fancy Food Distributor

Tactics

  • Rebrand to support brand experience
  • Introduced 12 new SKUs to gain shelf space and increase share
  • Repackaged existing products and created matching packaging for line extensions.
  • Collateral, Direct Mail, Word-of-Mouth PR campaign, cooking classes @ major culinary retailers to increase consumer awareness
  • Award-winning PR kit, and collateral to support the brand

Experience & Creative Process

The product had launched to moderate success and initially gained distribution at major culinary retail chains, but sales had stalled and the brand was at risk of becoming extinct. The product was positioned as a super-premium product using only the finest ingredients and produced in small ‘craft” batches – but the packaging didn’t feel luxurious and didn’t match the high retail price.

Old Branding & Packaging

New Branding & Packaging

Experience Design

Through this proprietary process, we are able to dive deep into the challenge and find unique solutions to enhance the consumer experience. By rebranding the product to highlight the high-quality ingredients we stopped the sales decline and increased sales by 250%.

Rebrand

The rebranding process was instituted throughout the organization, from the way the phone was answered to the way staff dressed at industry and sales events to packaging and marketing materials.  We were able to create brand continuity.

Marketing Collateral

We created hangtags that included recipes and serving suggestions and call to action to try other products.  Additionally, we created a beautiful series of recipes cards for in-store giveaways and cooking class events.

Repackaging + New Packing

To keep continuity the original sauces stayed in the original bottle but the paper label was removed and replaced with a “painted on” label– creating a cleaner line and exposing the beautiful ingredients.

Each new category was delivered in custom designed bottles with the same “painted” labeling.

Listen & Learn

Market Research & Customer Feedback

We conducted qualitative and quantitative consumer experience research to understand how we could connect with consumers and encourage repeat purchases.

Brand Repositioning

With the additional SKUs the brand evolved from a limited novelty culinary sauce to a full line of Asian sauces to enhance the cooking experience.

Brand Voice

Through the experience design process, we helped the brand find a unique voice. The brand story was rooted in the founder’s childhood in Shanghai during the cultural revolution and family recipes that were shared and enjoyed clandestinely – the recipes were precious and were a symbol of survival.

Created Line Extensions

Introduced 12 new SKUs in 3 new categories that helped to drive 250% sales growth.

Experience & Marketing Process

By listening and learning from the consumer we were able to identify easy compelling, cost reducing way to delight the consumer from initial contact to after installation.

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Listen & Learn

Explore

Fact from Fiction

Intentional Operational & Marketing Theme

Creative Ideas

Signature Moments

Execute

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Inspect, Measure & Refine

The process was perfect for drawing out the history, the precious memories and high-quality ingredients based on old family recipes. The new brand positioning, rebranding, and line extensions really saved the day.  We went from stagnating sales to a 250% increase in sales immediately after launch.  Amazing. 

Richard

Founder & CEO

Grow Revenue

The numbers

Pretty pictures are great but what really matters is the results.  The client was able to gain distribution in the largest culinary retailers + distribution with the most prestigious national Fancy Food Distributor.

  • Increased sales 250%
  • Won best new product at Fancy Food show
  • Gained distribution at William-Sonoma, Crate and Barrel Marshal Fields and Sur La Table.
  • Delivered $250,000 in value-added PR and media
  • Increased sales – 250%
  • Free Media $250,000

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hello@whybeordinarymarketing.com

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