Repositioning for
Competitive Advantage
Founded in 2008, Love Grown quickly found success, moving beyond granola into new product segments such as hot and cold cereals. Though the brand was growing, the branding and packaging lacked emotional connection to its expanding audience and didn’t clearly communicate the product health benefits.
We developed a comprehensive strategic brand system to more accurately reflect the new brand positioning “Powered by Love,” and clearly communicate the healthful ingredients, allowing Love Grown to better compete on a national level. The trade has responded enthusiastically to the change and Love Grown is selling in at record volumes.
PROJECT SCOPE
Brand Identity
Packaging Design
Photography & Illustrations
Seasonal & Limited Time Offerings
Production Management
Brand Guidelines
BEFORE
Integrated Marketing
The new brand look maintained the white packaging brand equity for current consumer shopability, while introducing a warm brandmark, bold flavor colors and tasty product photography to attract new non-natural consumers.
We created a mom’s benefits checklist on the face panel and better-for-you descriptions of the ingredients on the back panel to communicate the Love Grown cereal point of difference –
beans instead of corn.
Seizing a demographic opportunity, we collaborated with
Love Grown to launch a line of kid’s cereal. The kid friendly, playful designs better positioned the brand against corn and wheat based competitors.
The base product line and kid’s architecture were adapted to seasonal offerings for a 360° branding solution.
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Responding to consumer requests Love Grown created a new line of premium granola that would be both nutritionally-dense and delicious tasting. We infused a feminine sophistication to the line with rich jewel tones and delicate, earthy ingredient illustrations to attract the young, health conscious and active female consumer target who is both mindful of ingredients and visual appeal.
We captured the new branding system in a brand style guide and adapted all integrated marketing materials for a seamless brand experience.
We are ecstatic to launch a kid's cereal that comes in bright and colorful packaging – similar to the conventional cereal, but one that parents can actually feel good about feeding their kids.
Maddy Hasulak
Co-Founder, Love Grown Foods
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