Overview

We were recommended for our knowledge of food – from sourcing and preparation, through to the packaging and retailing options. Our client was a product innovation company, we worked with and supported the R&D team to realise this concept.

Working together we created the brand positioning and go-to market strategy for this brand-new product, including name creation and associated graphics.

Customer experience and event management

The first moments with any new product are critical, expectations have been set, now is the moment of realisation. These precious moments (the first 5-10 seconds) need to build on the previous interaction points and deliver the product in a way that is memorable. This experience cements trust with the customers and sets the tone for the next chapter of the journey together.

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Brand development and management

There’s no substitute for face time. Spending time with the team exploring the positioning and go-to-market strategy, we agreed that this brand was ‘defining a new way of dining’.

This is high-end, restaurant quality food and presentation within the home environment. Unfortunately that phrase doesn’t really roll off the tongue. It needed to be expressed in a short and succinct manner, preferably a single word that would encompass everything the product had to offer.

Creating the right name and expression was critical to the delivery of the project. Once we had agreed this with the team, we developed and managed the communication.

Marketing communications

At the heart of every successful brand is clear and consistent communication across all channels. It’s human centred, sharing passions. For this project we worked with the ‘in-house’ design team to ensure that the brand was consistent and clear across all of it’s communications.

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Internal communications

Within the scope of this project we carried out a number of ‘workshop’s’ sharing our knowledge of food – sourcing and terroir to the environment, packaging and traceability.

We created a series of interactive sessions that educated and informed the whole client team, enabling them to express this product to both customers (B2C) and investors (B2B).

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Design

This is a premium product where people are buying design as part of a commodity. The design and the associated considerations of each part of the brand were looked at closely to ensure customers not only had a positive experience, but one that was consistent, meeting their expectations throughout the customer journey.

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Market research

We worked with the business developing the research and testing plan. This involved a number of in-person interactions, events where potential customers could experience and use the product, and taste it’s food.

These sessions were invaluable, cementing the direction of the brand. They also confirmed discovery from our earlier research which informed our communications plans/decisions going forward.

Budgeting

Following a couple of explorative meetings we submitted the initial project scope. A fully costed document, complete with timings and deadlines. Our project management process involves regular progress reports, complete with cost updates and suggestions that are designed to help clients make the most of the available budget.

The outcome – the successful launch of the product across Europe and within the United Arab Emirates (UAE).

We worked with the team and supported this activity for 6 months, by which point the internal team had the confidence to run the brand independently, following our guides. This allowed them to save budget, utilising our services for more strategic activities.

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