Bringing artisan products successfully to market is more achievable than ever before, thanks to the rise of eCommerce businesses now have the opportunity to start selling direct to consumers and building a following for their brand in a booming online marketplace. While an online store will open the doors to national and international consumers hungry for new and exciting products, there is still a lot of work involved before successfully launching to market.
Supporting entrepreneurs as they develop their ideas into a fully fledged business requires meticulous attention to detail and a broad skill-set, which is where we come in. Our talented team of graphic designers, content writers, developers, project managers and marketers love nothing more than supporting our client’s projects from start to finish to ensure they are primed for success.
When Hammerhead Foods arrived at Firebrand HQ armed with an amazing product range and a dream of bringing good honest New Zealand made seasonings and meal bases to the world we felt an immediate affinity with their vision.
With a delectable range of smoked salt and spice blends and slow cooker flavour bases (all created, blended and tested locally by Chef Carl Hatfield) Hammerhead Foods needed a brand that reflected the business’s ideology, beautiful packaging that showcased the products, an online store to sell direct to customers and a marketing strategy to launch the brand and support it’s growth towards eventual world domination.
Step one was to design and develop a brand. Led by Creative Director Katy the branding workshop established the personality and vision the brand needed to communicate, identified the target markets and teased out the key messaging. With passionate foodies on the team ideas started flowing straight away.
Hammerhead Foods vision was to see their brand on supermarket shelves nationally and internationally, developing strong networks with merchants and distributers. Taking on an industry saturated with mass produced low quality packet foods and meal bases bulked up with cheap fillers the Hammerhead Foods brand needed to standout as refreshingly different on the shelves alongside well known global brands.
The brand also needed to reflect a passion for food, represent their eco-friendly goals and speak to the good honest flavours of food made with only real ingredients. The resulting brand reflected the businesses values, held strong appeal with the target markets and was versatile for application across their diverse product range.
Following the successful completion of the brand product packaging design began. The process included thorough reviews of competitor packaging, assessment of pro’s and con’s of different packaging materials, consideration of costs, customer appeal and versatility. Our solution was a matt printed pouch featuring a natural landscape and a clear window to showcase the real ingredients that are the key selling point of the range. A ziplock top was chosen to ensure freshness and easy re-sealing for customers. Brightly coloured packaging labels were then designed for each product in the range. Utilising our procurement expertise we liaised with the supplier and delivered the finished packaging ready to go.
To engage consumers, secure brand loyalty and generate repeat business it was key to establish the unique ‘personality’ of their brand – which extends beyond the logo and visual identifiers. The product names, descriptions and written copy across marketing materials and the website needed a consistent tone of voice that represented the welcoming, natural, honest nature of the brand identity. We devised product names to excite the taste-buds and wrote product descriptions and website content that reinforced the brand’s values and built a meaningful connection with consumers.
The website needed to serve multiple purposes, while selling direct to consumers was key the site was also a channel for visitors to discover more of the story behind the brand and to access recipes to inspire them to put the products into regular rotation for weekly meals. It also needed to appeal to stockists interested in selling the products in order to grow the distribution network for the business. The boutique, artisan feel was carried through the design along with a clean aesthetic allowing the products to take centre stage. With prominent social media integration and a customer reviews facility the site was designed to offer plenty of opportunities for engagement. Beautifully responsive the site also allows consumers to shop on the go, ordering from any device with ease.
Launching a new brand Hammerhead Foods were aware that they needed a marketing strategy and an advertising plan. A common mistake is to assume that ‘if you build it they will come’ – a comprehensive marketing strategy is an essential component of any launch to ensure that brand awareness is built and traffic is driven to the website. Key considerations for the strategy were to establish the brand identity, identify target markets and positioning, develop a launch marketing plan, set up and populate social media accounts, identify appropriate marketing channels, messaging and promotions and to devise promotional activities to achieve agreed KPI’s. Both digital and traditional media were included as part of the mix.
From concept to products hitting the marketplace we have loved working with the Hammerhead Foods team to deliver a complete solution. Taking a holistic approach and making sure every detail was covered the entire Firebrand team used their skills to ensure the best possible results. We have also taste-tested the full range and we can say without question the Hammerhead Foods Go Gourmet Slow Cooker Meal Bases result in the best slow cooker dinners we've ever eaten. We recommend you get online, make an order and discover the taste sensation for yourselves!