Building a consumer brand from the ground up #421 case study


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A supplier of biodegradable packaging was ready to identify and develop the brand look, feel, positioning and strategy to support the company’s inaugural launch of biodegradable utensils. Strong visuals, positioning and packaging design were needed to appeal to consumers nationwide and essential to convince target retailers that the product line was viable. G&S applied a strategic branding approach to define the new brand. The agency conducted creative brainstorming and research to identify three possible brand names and approaches. Working with a preferred design partner, the agency finalized the supporting brand elements, including brand positioning, proof points, packaging design and brand guidelines. The effectiveness of the new brand helped the company sell the product concept to several grocery retailers, and has led them to move all of their utensil products under the new brand umbrella.

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