Create two brands from scratch.
SITUATION: “We love the brand you did for Raised Right Chicken...now...give us something better” was the challenge presented to us by Hain Celestial Group (owner of Celestial Seasonings Tea and many other great brands). The C.E.O, Irwin Simon, knows good work when he sees it. And the kicker, “by the way, it needs to be launched in three weeks”. YIKES!
APPROACH: Thus began our whirlwind of consumer research, name ideation, logo development, and strategic and creative processes resulting in packaging, advertising, website, brochures, trade show booth, truck design and more. Completed in record-breaking time, the FreeBird brand topped it’s predecessor in award-winning attention.
OUTCOME: Following the launch at the FMI show, FreeBird gained immediate retail distribution of its fresh line of Antibiotic Free Chicken. In fact, the lead buyer for Whole Foods was quoted as saying he chose to carry the brand “because of the packaging”. On the food service side, they were the CIA’s chicken of choice for about ten years and menu branded at some of NYC’s most iconic restaurants. Leading trade magazine, “Poultry Magazine” named the brand and campaign “Poultry Producer of the Year” following their launch.