Having identified the need to rebrand an existing product range to align with a new sector focus, we were asked to work with Orchard Valley Foods to create a new product range name, logo and brand that highlighted the versatility of the range.
Previously, ‘Secret Ingredients’ was a brand that was focused on cupcakes and bakeries. We now needed a new identity which would resonate with the HORECA sector (in particular coffee shops and bars), but at the same time it needed to take into consideration the artisan bakers, chocolatiers and ice cream makers as well.
Using our tried and tested Jellybean sweet spot model we worked in partnership with Orchard Valley Foods, facilitating a Brand Day workshop to create a brand blueprint. Following this, we then continued to brainstorm brand names at Jellybean, and created a shortlist from which ‘Additions’ was selected. We then developed logo options and mood boards to set the style for the brand, taking into consideration the target audience, market dynamics and Brand Day outputs.
The logos and mood boards were then considered internally and the final selection of a ‘classic’ style brand was chosen, refined and then applied to label artwork.
Label artwork for all nine products within the range has been finalised and the first batch produced and in trade. Already sales have been established in a coffee chain, general food wholesalers and bakery wholesalers as well as a sizeable quantity exported to an Irish foodservice customer.
“We selected Jellybean due to their confidence and assurance and that they know the foodservice sector well. They worked with brands and companies we were familiar with and specifically for Barry Callebaut. Jellybean have been excellent on communication, meeting deadlines, and overall a no nonsense approach. We are very pleased with the ADDITIONS brand and visual development.”
Gill Bullock – Marketing Manager, Orchard Valley Foods
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