BRANDNEU
THE BIG GREEN
Kale will always have its moment in the sun. The big leafy green had a reputation of being bitter and chewy. To prove this wrong, Brandneu Foods charged us with developing two separate but distinct brands. Solar Raw with its plan for health food retail dissemination and Kaley’s intended for a mainstream audience. Our solution placed the focus on the actual leaf in a light-hearted manner as one approach, while a celebration of flavour guided the other. Understanding that we had to speak to two audiences; one who embraced the product and its benefits, the other we labelled the “flexible snacker”. Defining these audiences gave us a roadmap. Solar Raw saw product line extensions through characters, while Kaley’s architecture relied on strong colour cues. Successfully, our solutions gave stakeholders options.
PROJECT
Brand development and packaging for two product lines
CLIENT
Brandneu Foods Inc.
WHAT WE DID
Brand development, Brand voice, Packaging, Copywriting, Trade and retail supports, Trade show materials, Shopper marketing
