Brand Strategy and New Packaging for a Preserve Maker

SITUATION
A small local producer of preserves wasn’t finding the success they had planned for. After being in the market for nearly 1.5 years, sales were slowing, retailers were turning them away and they thought new packaging was going to solve it all.

 PROBLEM
Like many producers/founders, this couple had launched their brand predicating it on assumptions that were based on anecdotal evidence of what would sell. They were essentially taking on the market, head on armed with claims like, “natural”, local, and “small batch”

SOLUTION
Because this project came to us as a request for new packaging, there were budgetary constraints that limited the scope of research we could pursue. We call this “Branding Lite” and is the minimum branding work we propose if we are taking on a packaging project. We conducted consumer and market opportunity research, competitive audits, SWOT analysis, and developed a new brand platform.

We discovered that buried behind the somewhat diluted claims found on the existing packaging was a powerhouse husband and wife team with incredible history. She was a third generation preserve maker from England and he was a trained chef from Gibraltar. And yet none of that had factored into their story. We developed their new story rich with a generational history of preserve making and an incredible sense of flavors and spice combinations, brand messaging, product packaging and an e-commerce website to tie it all together.

BENEFITS
This brand has shown no evidence of slowing down since our work completed. They have introduced multiple new product lines and flavors, established national distribution and competed and won multiple world marmalade competitions. The brand platform is articulated to this day on their website and continues to provide flexibility and assurance that there’s virtually nowhere they can’t go as they grow their business.

For more information, contact Steve Redmond at 802-310-6474 or [email protected].