BOTTOM UP BRANDING
Meatless Nation
Beefing up meatless packaging
Unique. A tough selling point—especially in a market as saturated as the meat replacement category. From Impossible to Beyond, there’s an abundance of carnivorous-free options to choose from. So how does an agency like e9digital help a shiitake mushroom meat substitute from Haiphong, Vietnam (made by monks) make its mark? It’s all in our CPG recipe for success.
Our signature branding recipe
Know our audience
Our methodical research determined the target to be urban, middle-income, liberal, 18 to 50 Flexitarians (people looking to reduce their carnivorous intake—without entirely kicking the habit).
Capturing all the ingredients
The creative team was tasked with bottom-up branding that included a color palette, font treatment, voice, product name and imagery.
Creative development
Based on a limited marketing budget, our packaging needed to not just offer consumers basic information about this innovative product, but also serve as a brand billboard.
Building the brand
The Winners
Features
- Shared font and organic shapes
- Synergy and cohesiveness when used together
Photo shoot
To give the product a high-end feel, the food photography was shot at the client’s sushi restaurant in New Jersey.
STRATEGY FOR SHELF
We developed an in-person marketing campaign to further educate consumers about the brand to aid in their purchasing decision.
Developing a digital presence
Responsive design and development so every visitor can easily browse the site
Deployment of the WordPress CMS built for easy addition of products and recipes
Micro hover and fading animations with parallax scrolling
Integrated map showing availability in stores across the country
Made with love… and skill
Lessons learned about the agency landscape
Startups often have huge ideas and a ton of passion! However, they also have big competitors with deep pockets and seemingly endless budgets. Fortunately, teams like e9 level the playing field by offering a comparable range of services provided by individuals with large agency backgrounds. This project allowed our team to showcase multiple facets of our capabilities, and while working with startups is always an amazing experience…. this one, was “Zamazing!”
“It’s exciting to see a product come to life on the shelf as a direct result of our creative vision and strategy.”
(in a good way)Tim Kirchoff, Lead Designer & Developer | e9digital
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