Strategy & Execution of Packaging and Creative Asset Development

SITUATION
A new brand of quinoa needed to develop their brand look and feel, including their product packaging, sell sheets, tradeshow booth, and website. There was no creative team in place and everything needed to be developed in four months for their Expo East tradeshow launch.

PROBLEM
In addition to the short project timeframe, the brand needed to explain how its quinoa was a unique varietal with a different taste and texture then other quinoa products on the marketplace.

SOLUTION
We built a 10+ person creative team to bring the brand to life in four short months, including freelancers and agencies, with a rigorous Request for Proposal (RFP) and quoting process. We took care to look for a great fit between the creatives and the brand’s unique and fun voice and vibe. Then, we developed the communication hierarchy for each creative asset based on its target audience and solicited feedback where possible through scrappy consumer surveys to dial in the messaging. Then, we wrote creative briefs and managed the development of the assets from a project management and creative direction statement for all of the assets concurrently. Lastly, we managed the production companies to deliver the creative assets on-spec and on-time.

BENEFITS
The brand was able to quickly launch at Expo East with a larger-than-life presence because of its great-looking packaging, collateral, and trade show booth. Hundreds of people stopped by to learn more and sample the brand’s unique product. They made many great contacts at the show and were able to make several key category review dates because we were able to meet their accelerated timeframe.

For more information, contact Christie Lee at 516-967-8810 or [email protected].