Creating Brands That Inspire
INNOVATION SRATEGY
BRAND DESIGN
STRUCTURAL DESIGN
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CASE STUDIES
CHOBANI Brand Creation
Original Packaging
Trade Show Launch Booth
Yogurt Category Analysis
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Challenge:
Introduce new Greek Yogurt to American Market
Create Brand Positioning, Package Design and Printing Coordination, Trade Show Environmental Design.
Insight: Greek yogurts were not desired but 0% fat full flavor options set a new standard.
Solution: Prominently communicate the 0% fat benefit and flavor variety. Disrupt autopilot shopped category with contemporary, non-ethnic branding.
Results: Chobani, disrupted the yogurt category and is the #2 yogurt in the US.
Hormel Pepperoni Innovation Strategy, Rebranding & New Product Development
Original Packaging
Innovation Strategy
Merchandising & New Products
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Challenge:
Expand Pepperoni snacking occasions
Innovation Research, Product Development, Structural Design, New Brand Positioning, Design Refresh, Merchandising.
Insight: Pepperoni is not an impulsively purchased snack; it is a craved flavor and planned purchase.
Solution: Identified 2 new segments beyond snacking (pizza toppings and ingredients), 13 new products, revitalized brand identity and created permanent display for merchandising in deli and meat grocery sections. Results: Category HH penetration, purchase frequency, new products distribution and revenue achieved exceeded expectations.
Solution: Identified 2 new segments beyond snacking (pizza toppings and ingredients), 13 new products, revitalized brand identity and created permanent display for merchandising in deli and meat grocery sections. Results: Category HH penetration, purchase frequency, new products distribution and revenue achieved exceeded expectations.
Poland Spring Brand Revitalization
Original Packaging
Environmental Branding in NYC
New Packaging Design
Challenge:
Elevate Poland Spring as the quintessential natural spring water
Create a revitalized Package Design that reinforces the destination and tag line “From Maine Since 1845”.
Insight: All bottled waters are not the same. There's only one water from the deep woods of Maine.
Solution: The overall new package graphics highlighted the deep woods and the mountains of Maine.
Result: Poland Spring is one of the leading bottled spring waters in the U.S.
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J&D's Complete Product Line Rebranding
Original Packaging
New Product Line Branding
Original Logo
New Logo
New Bacon Salts
Challenge:
Unify a disjointed line of products and position J&D's brand as the source for all things bacon flavored.
Insight: It's not about the Bacon, its about the rich bacon flavor experience.Solution: Branding and packaging linked J&D's to premium flavor experience while unifying brand architecture to build brand recognition across product segments.Results: Reversed distribution declines, opened new channels and increased sales.
Precious Valley Brand Creation & PRODUCT DEVELOPMENT
Product Development & Sourcing
Website
Naming
Challenge:
Develop a line of organic and conventional baby food and other baby products to fulfill Chinese market demand for American baby products.
Brand Strategy, Name Development, Brand Architecture, Package and Website Design, Product sourcing, co-packer negotiations and production management.
Insight: Amidst occurrences of tainted Chinese babyfood, American baby food is the industry gold standard.
Solution: Communicate the idyllic origins of a wholesome American farm while reinforcing parent's desire to give their “precious” child with the best.
Results: Marketing and distribution channels are being established.
The Jam Shoppe National Launch New Brand Design
Original Packaging
Retail Displays
Website
Challenge:
Rebrand The Jam Shoppe to enable national distribution.
Brand Strategy, Identity, Packaging Design, Website Design, Merchandising, Collateral
Insight: Small batch production and artisan recipes tap into national trends.
Solution: Play up the small batch, craft made production.
Results: Achieved naitonal distribution and increased sales.
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Marcal Repositiong, Naming & Brand Design
Original Packaging
Consumer Research
New Naming
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Challenge:
Restage Marcal from a regional price value brand to a national value solution.Consumer Insights Research, Trend Tracking, Insights & Analysis, Brand Strategy, VisualStrategy, Logo Design, Package Design and Production Implementation.
Insight: Paper products made from recycled industrial waste paper is more green thanharvesing “Trees”.
Solution: Created new brandname, "Small Steps" by Marcal, "A Small Easy Step to create a Greener Earth”.
Result: Achieved national distribution and sales increases for regional brand.
Kamedis Rebranding for the U.S. Market
Original Packaging
Website
Retail Display
Challenge:
Create US mass market launch branding strategy for established international botanical skin care brand newly approved by the FDA but rejected by US retailers as confusing and pedestrian: "Fix it and Come back"
Positioning, brand architechture, branding, structural design, merchandising.
Insight: Those with inflammatory conditions realize "cure all" ingredients are puffery. They seek results that will deliver without harsh pharmaceutical side effects, but efficacy is illusive.
Solution: Restructure brand offerings away from botanical only products to FDA approved botanical regimens that promise to deliver without harsh side effects. Direction solidified via consumer research.
Results: Achieved mass US distribution and won "Best of Beauty" from Allure in 2019.
Zestra Rebranding
Original Packaging
Packaging
Website
Challenge:
Restage Zestra, an all natural libido improving product for women, to reverse sales declines, preserve mass distribution and create introductory ecommerce trial offer. Research, Repositioning, Rebranding, Structural Design, Packaging Design.
Insight: Synthetic oils, which heat to stimulate, can be irritating. Zestra botanical oils increase blood flow. They do not create heat.
Solution: Packaging leveraged botanical imagery to conjure increased flow and luxurious sensual arousal while avoiding perceptions of heat.
Results: Brand restage reversed distribution declines while unique ecommerce trial offer pack encouraged experimentation and subsequent purchase at retail.
Coppertone Sport Launch Brand Design
Original Packaging
Website
Retail Display
Challenge: Introduce Sport Sun care protection for Coppertone.
Brand Architecture, Package Design, Production Implementation.
Insight: Sport protection must be strong enought with withstand high activity and prolonged fun in the sun.
Solution: Bright and bold graphics communicated strength and energy fit for the sporting life. The new design broke from traditional passive category graphics setting new tone for sun protection category.
Results: Coppertone Sport achieved distibution goals and seized new segment category leadership.
Solution: Bright and bold graphics communicated strength and energy fit for the sporting life. The new design broke from traditional passive category graphics setting new tone for sun protection category.
Results: Coppertone Sport achieved distibution goals and seized new segment category leadership.
Stren REVITALIZD branding
Original Packaging
Branded Apparel
Retail Display
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Challenge:
Revitalize Stren to retain and attract new users.
Consumer product use research, New Brand Positioning, Package design rebranding, Package design research.
Insight: The thrill of fishing is all about promise of the catch and the adrenalim rush at "The moment of the strike".
Solution: New graphics added the excitement of the actual strike while retaining the heritage of the promise of the classic catch.
Results: Rebranding energized sponsorships stimulated uptick in sales.
REMINGTON FIREARMS INNOVATION research STRATEGY & STRUCTURAL DESIGN Packaging Brand Design & Consumer research
2010 Remington 887 Pre Production Concepts
2011 Remington Versa Max Pre Production Concepts
Original Packaging
Revitalived Brand Design
Challenge:
Help Remington Firearms understand unmet needs and brand strengths towards developing an innovation strategy and lifestyle brand platform.
Segmentation Research, focus groups, branding strategy, innovation development program, structural development, new product branding, packaging development.
Insight: The new generation of firearm enthusiasts are eager for historic craftmanship and new technology.
Solution: Leverage cutting edge materials, design cues and technology to create relevance and excitrment for today's firearms enthusiasts.
Results: Versatile solution excited loyal users to add a new firearm to their collection while innovative design attracted new users to the Remington line.