When you’re an innovative, fun and quirky company, but your brand isn’t, what do you do? Pivot, of course. That’s what happened when we engaged the company that came to be known as Hello Delicious! brands. Previously, it had a name that was as dry as toast. And not even the seven-grain-and-raisin kind. So, knowing that the company wanted to be a disruptor in the consumer packaged goods category, we set out to develop a brand that would reflect that. Through proprietary methodology and brand processes, we narrowed down the prospective brand to three attributes: Innovation, Passion and Mindfulness. Then, we tackled visual cues through mood boards and developed a naming convention. We then applied that same spirit to the brand’s logo, icon, style guide and communications materials. The result is a name and brand that is corporate yet edgy, one that stands apart from the rest of the CPG world. And that suits Hello Delicious! perfectly.
Branding, Digital, Strategy