We created this delicious Branding for a passionate fermenter
Introduction: We were approached by ‘Plúr’, a new producer of super tasty sourdough and kombucha, who wanted to stand out in the marketplace with their unique and artistic approach to producing and flavouring their products. The goal was to create an identity that reflected the natural, wholesome, and sustainable values of the company, while also capturing their creative and artistic spirit.
Research and Discovery: The first step in the branding process was to conduct extensive research on the target audience and the competitive landscape. Through market analysis, Good Idea was able to gain a deep understanding of the values and needs of ‘Plúr's’ target market, and identify key differentiators that would set the brand apart from its competitors.
Brand Mark: The research revealed that ‘Plúr's’ target audience was looking for a brand that was simple, natural, authentic... and delicious! In addition, ‘Plúr's’ approach to producing their sourdough and kombucha was creative and artistic, which was a unique and differentiating factor. They foraged from the land and used in-season plants and fruits to flavour their products. With this in mind, Good Idea created a custom brand mark that was inspired by the circular forms found in the fermentation process, which also represents the artistic and creative approach of the brand. The mark features a multitude of repeated circles that evokes the natural processes used to make the products, while also being easy to recognize and remember. The circles also serve as the foundation for the entire visual system, creating a cohesive and consistent look and feel for the brand.
Brand Language and Messaging: In order to create a consistent and compelling brand voice, Good Idea developed a brand language and messaging that emphasised the natural, wholesome, and sustainable aspects of ‘Plúr's’ products, as well as their creative and artistic approach. The language was simple and direct, with a focus on the ingredients sourced from nature and processes used to make the bread and kombucha, as well as the unique and creative aspects of the brand. The messaging emphasised the comforting benefits of the products and the care that went into making them, including the circular process of fermentation.
Implementation: The new brand identity was rolled out across all of ‘Plúr's’ marketing materials, including packaging, website, social media, and advertising. The visual system was designed around the circle (or bubble) to mimic the fermentation process and reflect the creative and artistic approach of the brand. This reinforced the natural and authentic aspect of the brand and helped to establish ‘Plúr’ as a leader in the natural and organic food space.
Results: The new brand identity helped ‘Plúr’ to establish a strong and differentiated position in their market. It has offered them a complex and creative branding system that can conform to any marketing collateral and still hold strong as an identifiable piece of the ‘Plúr’ family!
