| Fire & Flavor
2009 REBRAND 100 Winners > distinction
Industry/Sector: Food
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Fire & Flavor got their start selling cedar grilling planks just as the Native American cooking technique was gaining in popularity. Over the next couple years, they expanded their product line to include gourmet brines, rubs, salts and cedar papers.
Challenge - Although Fire & Flavor was experiencing growth, they realized their brand identity did not match their long-term vision to provide simple, delicious food products for the at-home cook. In order to achieve their goals, their brand needed to evolve – and quickly. So they looked to Object 9 for help in developing a new identity through package design, point-of-sale and a new website.
Strategy - Object 9 developed Fire & Flavor’s brand around the concept of Gourmet Made Simple. The new packaging and Web site reinforced the brand messaging with clean, simple design elements and elegant food photography. The new marketing materials also include an image of Gena Knox, founder of Fire & Flavor, which positions her as an approachable food resource for the modern cook.
Result - The packaging and website redesign resulted in a 22% increase in online sales, and the company’s total sales are projected to be up 12% by the end of the 2008.
Credits:
Client: Fire & Flavor - www.fireandflavor.com
Brand Strategists/Designers: Object 9 - www.object9.com
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