Problem:
California Pistachios came to Marketing Plus wanting to develop a brand name and packaging design that would resonate with consumers and be able to compete for shelf space in the retail market. The products they were focusing on was pistachios and almonds. All brand strategy and names chosen needed to be able to evolve for future product line expansion.
Strategy:
The client wanted initial concepts to appeal to the millennial market. The ideal customer cared about health, pursued an active lifestyle, was affluent, and a frequent wellness buyer. The first phase of the strategy was to develop a brand name along with initial packaging concepts to be presented to a focus group of respondents who fit the target market profile. The survey helped to determine which brand name, separate from the package design, resonated best with the focus group participants. Using the results of this focus group study, Marketing Plus worked with the client to establish a brand name and identity, select a package style, and develop a custom dieline in partnership with the client’s printer.
Combining focus study results and client input, Marketing Plus was able to simultaneously set brand guidelines for font treatment, logo usage, PMS colors, etc. to be used on all future packaging, ensuring brand consistency for all subsequent projects.
RESULTS:
- Client is currently receiving positive feedback at industry events and trade shows
- Client has expanded the developed artwork for use as a website and trade show booth components, along with business cards and other collateral
