The birth of a new culinary brand

The Israeli home cook is increasingly inspired by the culinary world around: cooking shows, Instagram, restaurants, food blogs, trips abroad, international cuisine – and the list goes on. However, the variety of products available in the local supermarket was minimal and consumers were actively seeking new products to help bring their external cooking inspirations home.

Create a new range of culinary products to elevate the home cooking experience.

• Brand Architecture: The client’s portfolio of food brands and products was first analyzed to determine the correct brand architecture recommendation. What we found was the traditional brand values were more functional and lacked inspiration. In addition, research indicated that the target consumer seeking inspirational home cooking solutions was different than the traditional consumer. Therefore, the new inspirational brand had different requirements and could not simply be housed as a sub-brand of the traditional brand, due to a conflict in values and consumer perceptions.
  Strategic recommendation: Create a new stand-alone brand.
• Brand Strategy: A new brand name, positioning and packaging design were created to communicate an inspirational home cooking experience at an ‘everyday premium’ accessible price.

The client was excited to expand beyond their traditional offerings and consumer perceptions to pave the path for a revolutionary home cooking experience with their new signature brand.