Market Strategy, Rebrand and Activation for a Cutting Board Company

SITUATION
A legacy cutting board manufacturer was losing relevance in a changing marketplace.

 PROBLEM
This cutting board manufacturer’s reputation was solidly rooted in their heritage and industry-leading quality. With those two solid brand pillars they needed a way to evolve into the 70-year-old cutting board manufacturer that was ready for a new future. Like many legacy brands, they found themselves in a changing environment with new competitive brands and customers coming into a marketplace. They needed to shift their focus to reach beyond their history and invite a new consumer into their future. The issue was they didn’t know exactly what future they were suited to create.

 SOLUTION
Services: Brand analysis, consumer and market opportunity research, competitive research and audits, internal and external stakeholder interviews, SWOT analysis, and a new brand platform/strategy.

We discovered that beyond manufacturing cutting boards, they provided their customers with a robust and expertly curated online and brick-and-mortar kitchen store full of products to support a modern culinary lifestyle. In an era when the kitchen is at the core of the home, this advantage allowed them to stand out as a true point of culinary and lifestyle inspiration. The new tagline, “For Your Kitchen, Home, and Life” has given them a platform to connect with their current and new customers on variety of truly meaningful levels. In addition, and in response to a new facet of their brand platform, they hired an industrial designer to lead a core design group charged with bringing new life into the aesthetic and material designs of their core products. Activation projects included a new e-commerce website, packaging, tradeshow booth design and displays, catalogs and store signage.

BENEFITS
The new brand platform gave this company a new voice to the market. New value propositions focused on delivering ideas about a culinary lifestyle and new product development. Upon hiring the new product designer, they began to renew their role as industry leaders with new products that delivered on values and design principles that catered to a wider variety of customers. The company saw double-digit growth year on end and the following two years after our engagement.

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