A distributor of nuts, seed mixtures and dried fruits decided to sell products under its own brand and receive higher margins. As part of the project, a brand strategy, naming and packaging design for the product line were developed.
There are not many players in the nuts and dried fruits market, but the main competitors on the shelf were private labels of supermarket chains, which occupied the most profitable areas. It was necessary to attract the attention of consumers with an interesting concept and high-quality packaging and get the first sales, and the client guaranteed stability of quality.
During the research process, we identified three different audience attitudes towards our customer’s assortment, such as: variety of healthy nutrition; quick and healthy snacks; a useful addition to the main diet.
As a result, the bet was made on the first – people who consume more than 80% of the brand’s assortment and are immersed in the topic of healthy eating. “Smart nutrition” has become the main idea of the brand.
We identified “nutrition expert” as the brand role and developed big content creation topics that the brand would communicate with the target audience.
The continuation of verbal communication became the name “Brain Cafe”, and the logotype is based on a mediator.
During the development of the packaging design, it was decided to devote the main part of the front side to visualization of the product, the second most readable object was the new trademark, and from the brand strategy the packaging received a benefit zone for the consumer.
Smart nutrition is when your decision in choosing a snack is dictated, among other things, by targeted benefits for a specific body system.
