The Challenge
In a challenging climate for food retail, the goal was to create a clear proposition and presentation of services that enabled the Finnebrogue brand to communicate with both retail consumers along with commercial partners in a digital environment. Individual product brands had started to gain more traction with key audiences and their individual brand stories had started to fragment across different platforms.
By introducing a new corporate and consumer identity, the Finnebrogue master brand became the glue to hold the strategy together. Sub-brands would be incorporated into newly formed product categories, subsequently, the good work each did for social and environmental causes would need to be presented in a new format. All of which created the need for a new digital strategy, multiple websites to be consolidated into a single new one, fresh packaging designs to be reflected online, commercial services represented and the original founders story to be told.
