bellewether partners
Building a premium brand in a commoditized and
underdeveloped
category
gimMe, maker of premium delicious seaweed based snacks, is the top selling brand in its category yet the category is highly underdeveloped. gimMe came to us to help establish gimMe as the preeminent seaweed brand.
In the U.S., seaweed is a young category with very low household penetration. We guided gimMe's on branding and marketing that helped establish it as America's favorite seaweed brand.
Brand strategy
Brand platform
Brand positioning
Target personas
Messaging
Naming
Design
Brand identity/logo refresh
Packaging redesign for seaweed snacks, chips, sushi nori line
Art direction
CMO services
Marketing and budget planning
Campaign development - retail
Campaign leadership - social media
Team development
results
Boosted sales 20% through integrated social media and in store shopper marketing
Increased velocities of Chips up to 4x at a leading retailer
Led growth of social media following from 2,500 to 25,000
BEFORE
Before embarking on packaging redesign, we started with building the brand platform to establish what the brand stands for. We developed a positioning for gimMe that was credible, relevant, unique and durable.
We researched competitive set and consumer insights to determine existing ensure equities in current design.
AFTER
For its flagship line, Roasted Seaweed Snacks we retained product visuals, star shapes, white background and colored edges for each flavor.
We reinvigorated the corporate logo, with vibrant color and new font for "Organic".
We invented a new pattern that reflected the modernity and freshness of the brand, especially on the shelf this helped gimMe build awareness and loyalty.
We also streamlined claims to free up more negative space.
BEFORE
gimMe Chips were flailing in a highly competitive chips category. With our development of the brand platform we had a clear design path for all of our lines and we started with chips.
Our goals were
Optimize the gimMe brand, replicate success in seaweed snacks in chips
Stand out amongst the competition
AFTER
Brand logo larger and refreshed
Retained white background: Through research we found gimMe had equity in its white background and this also provided shelf pop amongst the competition
Product name: we found through consumer feedback that many wanted to know more about the taste and ingredients before purchasing - so we renamed "Seaweed Chips"
Vertical claims bar highlighted the top three claims the consumer was interested in
Organic seaweed ingredient violator was a cross branding /cross promotional vehicle for gimMe's seaweed snacks (in a much more heavily trafficked aisle of the store, compared to seaweed)
