Helping a Small Frozen Breakfast Brand Break Through a Category of Sameness<\/strong><\/h1>\nStart Right Foods make protein-packed waffles and waffle sliders as a healthy, on-the-go breakfast. They were happy with their current logo and overall positioning, but after performing some research and consumer audits, the insights led them to realize that refreshing the brand was necessary to grow their business. This refresh included making updates to product packaging, branding and messaging, marketing and promotional materials, along with their website.<\/p>\n
When we conducted research of their industry, we quickly discovered that many products in the frozen breakfast section look and sound the same. From the use of the same warm color tones (yellow, orange, red) and clean, white backgrounds to the layout of food and type, the package designs had become overly expected. As a result, it\u2019s hard to distinguish between brands in this section. This creates not only brand confusion for the consumer but fails to highlight the specific attributes and qualities that make each brand unique.<\/p>\n
Our research then extended beyond the specific frozen breakfast section and into other brands that Start Right\u2019s target audience would be interested in, including better-for-you, health food brands that specialized in high-protein, gluten-free, and low-calorie food products and snacks. When you have an industry that all looks and feels the same, how do consumers know to grab your brand over any others?<\/p>\n
![\"\"](\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Switch_Blog_1200x800_StartRight-1024x683.jpg\")
<\/a><\/p>\nDesigns that Feel Fresh, Stay True to the Brand, and Highlight Product Benefits<\/strong><\/h1>\nWe needed to create a design for Start Right that was going to stand out in the cooler. As the first high-protein waffle slider to market, we needed to create a package that showed that Start Right is leading the way with a new product and not following down the same path that similar products have already established.<\/p>\n
Key visual and narrative communication points for our designs:<\/p>\n
\n- These are not<\/em> your standard on-the-go breakfast products<\/li>\n
- These are products you won\u2019t feel guilty eating<\/li>\n
- There are many health benefits<\/li>\n
- Despite the health benefits, these products taste great<\/li>\n<\/ul>\n
In order to stand out on the shelf, the packaging couldn\u2019t lean on what has been overused and what Start Right had done before. We approached this by bringing in new colors, new style, and a new approach, but maintaining the same brand vision. The cooler blue tones helped the product stand out in the cooler. The new product photography expresses the artisan, handcrafted quality of the waffles. We then incorporated large health callouts and new copy that highlights the health benefits and speaks to the fitness-focused audience. All of these new elements combine to create a more elevated look and feel for the brand and allows the product to stand out and clearly communicate that these aren\u2019t your standard frozen waffles.<\/p>\n
![\"\"](\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/06\/Maulls_Switch_Blog_1200x800-1024x683.jpg\")
<\/a>\u00a0<\/strong><\/p>\nElevating an Iconic Brand by Going Back to Their Roots<\/strong><\/h1>\nIf you are from the Midwest, then you know that Maull\u2019s is synonymous with BBQ. In 1897, Louis Maull opened the original Maull\u2019s factory in downtown St. Louis on the riverbank. It was here where he went on to innovate the food industry with the creation of America\u2019s Original BBQ Sauce.<\/p>\n
The iconic St. Louis brand turned to Switch for a complete relaunch that officially kicked off in 2019. We began with a new package design that updated the original sauce and the different flavors that fall under the Genuine line. We incorporated a diagonal label that wrapped around the entire bottle to really highlight the famous signature logo while incorporating subtle design elements that hinted at the heritage of the brand, including a rippled outline to invoke the river of the original factory\u2019s location and the LM stamp in honor of the founder.<\/p>\n
The next phase included redesigning their website to match the new branding and serve as an informative space to highlight the history and tradition of the brand. We incorporated custom drawings to serve as icons and a more streamlined layout that spoke to the big and bold flavor of the sauce. But most importantly, we wanted to create a user-friendly experience to bolster online sales. We supplemented all these elements with a new social campaign to unveil the return of America\u2019s Original BBQ Sauce to store shelves across the Midwest.<\/p>\n
<\/a><\/p>\nDesigns that Feel Fresh, Stay True to the Brand, and Highlight Product Benefits<\/strong><\/h1>\nWe needed to create a design for Start Right that was going to stand out in the cooler. As the first high-protein waffle slider to market, we needed to create a package that showed that Start Right is leading the way with a new product and not following down the same path that similar products have already established.<\/p>\n
Key visual and narrative communication points for our designs:<\/p>\n
\n- These are not<\/em> your standard on-the-go breakfast products<\/li>\n
- These are products you won\u2019t feel guilty eating<\/li>\n
- There are many health benefits<\/li>\n
- Despite the health benefits, these products taste great<\/li>\n<\/ul>\n
In order to stand out on the shelf, the packaging couldn\u2019t lean on what has been overused and what Start Right had done before. We approached this by bringing in new colors, new style, and a new approach, but maintaining the same brand vision. The cooler blue tones helped the product stand out in the cooler. The new product photography expresses the artisan, handcrafted quality of the waffles. We then incorporated large health callouts and new copy that highlights the health benefits and speaks to the fitness-focused audience. All of these new elements combine to create a more elevated look and feel for the brand and allows the product to stand out and clearly communicate that these aren\u2019t your standard frozen waffles.<\/p>\n
<\/a>\u00a0<\/strong><\/p>\nElevating an Iconic Brand by Going Back to Their Roots<\/strong><\/h1>\nIf you are from the Midwest, then you know that Maull\u2019s is synonymous with BBQ. In 1897, Louis Maull opened the original Maull\u2019s factory in downtown St. Louis on the riverbank. It was here where he went on to innovate the food industry with the creation of America\u2019s Original BBQ Sauce.<\/p>\n
The iconic St. Louis brand turned to Switch for a complete relaunch that officially kicked off in 2019. We began with a new package design that updated the original sauce and the different flavors that fall under the Genuine line. We incorporated a diagonal label that wrapped around the entire bottle to really highlight the famous signature logo while incorporating subtle design elements that hinted at the heritage of the brand, including a rippled outline to invoke the river of the original factory\u2019s location and the LM stamp in honor of the founder.<\/p>\n
The next phase included redesigning their website to match the new branding and serve as an informative space to highlight the history and tradition of the brand. We incorporated custom drawings to serve as icons and a more streamlined layout that spoke to the big and bold flavor of the sauce. But most importantly, we wanted to create a user-friendly experience to bolster online sales. We supplemented all these elements with a new social campaign to unveil the return of America\u2019s Original BBQ Sauce to store shelves across the Midwest.<\/p>\n
In order to stand out on the shelf, the packaging couldn\u2019t lean on what has been overused and what Start Right had done before. We approached this by bringing in new colors, new style, and a new approach, but maintaining the same brand vision. The cooler blue tones helped the product stand out in the cooler. The new product photography expresses the artisan, handcrafted quality of the waffles. We then incorporated large health callouts and new copy that highlights the health benefits and speaks to the fitness-focused audience. All of these new elements combine to create a more elevated look and feel for the brand and allows the product to stand out and clearly communicate that these aren\u2019t your standard frozen waffles.<\/p>\n
If you are from the Midwest, then you know that Maull\u2019s is synonymous with BBQ. In 1897, Louis Maull opened the original Maull\u2019s factory in downtown St. Louis on the riverbank. It was here where he went on to innovate the food industry with the creation of America\u2019s Original BBQ Sauce.<\/p>\n The iconic St. Louis brand turned to Switch for a complete relaunch that officially kicked off in 2019. We began with a new package design that updated the original sauce and the different flavors that fall under the Genuine line. We incorporated a diagonal label that wrapped around the entire bottle to really highlight the famous signature logo while incorporating subtle design elements that hinted at the heritage of the brand, including a rippled outline to invoke the river of the original factory\u2019s location and the LM stamp in honor of the founder.<\/p>\n The next phase included redesigning their website to match the new branding and serve as an informative space to highlight the history and tradition of the brand. We incorporated custom drawings to serve as icons and a more streamlined layout that spoke to the big and bold flavor of the sauce. But most importantly, we wanted to create a user-friendly experience to bolster online sales. We supplemented all these elements with a new social campaign to unveil the return of America\u2019s Original BBQ Sauce to store shelves across the Midwest.<\/p>\n<\/a>\u00a0<\/strong><\/p>\nElevating an Iconic Brand by Going Back to Their Roots<\/strong><\/h1>\n
![\"\"](\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/06\/RelatedWork_Digital_1_A-1-1024x576-1024x576.jpeg\")
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