| Omaha Steaks
2010 REBRAND 100 Winners > notable
Industry: Food
Enterprise
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The food processing and distribution industry contains thousands of companies with total revenues exceeding $100 billion. Omaha Steaks is a nationally renowned food company that boasts an outstanding pedigree, notable community heritage and fifth-generation family ownership.
Challenge - Omaha Steaks was looking to expand its consumer audience and develop a unique, contemporary brand that spoke to a broader consumer landscape and 21st century marketplace. The challenge was to achieve this while honoring significant brand equity, history and tradition and retaining a loyal consumer base.
Strategy - Omaha Steaks’ brand hit a critical crossroads, needing to balance respect for its past foundation with a forward-thinking approach to its business activities, a progressive relationship with its customers and “copy-cat” aesthetics in the marketplace. The strategy was to re-examine the company’s archetypal “soul” and aspirations and express that anew through the visual and verbal brandscape both internally and externally.
Result - The refreshed brand better expresses the “lover” archetype, eliminated brand fragmentation, and created differentiation. New brand direct mail and other touchpoint tests are positive. It's an important initial step in a continuing evolution of the brand, being implemented in every area of engagement with Omaha Steaks’ customers.
Credits:
Client: Omaha Steaks - www.omahasteaks.com
Brand Strategists/Designers: David Day Associates - www.dday.com
Brand Strategy: David Day, Nena Brabec
Creative Director: David Day
Graphic Design: Julie Lingbloom, Kevin Ryan, Jill Friesen
Account Management: LaReesa Jones, Jill Samuelson
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