Creative / PR
TV presenter and best-selling author, Juliet Sear is the down-to-earth, go-to expert for out-of-the-ordinary food challenges and creative baking projects. Alongside regular columns in BBC Good Food and Sainsbury’s magazine, she is probably best known a stalwart of ITV’s This Morning.
Our brief: to help Juliet bring her personality to life through a brand re-positioning exercise. The goal to make ‘Juliet Sear’ a clearly recognisable brand in her own right.
The bean team carried out a thorough competitor analysis and consumer insight exercise to inform the interactive brand workshop. The outputs of which were used to form the brief for the brand repositioning. We then created three distinct routes aligned to Juliet’s personality and passion.
The favourite route was worked up and, alongside the two alternative routes, workshopped to a consumer panel – with the overwhelming majority expressing a preference for Juliet’s favourite which then formed the basis for her brand repositioning.
Juliet’s brand new website www.julietsear.co.uk has just launched with all of the hallmarks of the new design and her new logo. Allied to this, she is on the cusp of launching a range of baking accessories with elements of the rebrand at its heart. The true test of the activity will take much longer to bear fruit, as there are many complementary elements at play, but it’s fair to say that in 2022 big plans are afoot for the ‘Wonderbaker’.