Daybreak Seaweed
CASE story
Hey there, curious minds! Let's dive into the fascinating journey of Daybreak Seaweed, a brand that's not just shaking up the culinary scene, but also intending to conscious change in waves in Climate change sustainable living.
Everything we do we start with the question: WHY?
So, here's the scoop on Daybreak Seaweed, a cool West Coast seaweed brand owned by some amazing women who are all about transforming the way we see, savor, and support our food. They've got this groovy vision of becoming the ultimate go-to when it comes to culinary seaweed in the US. But hold on, it's not just about filling your taste buds with more flavor; it's about changing the game for local farmers, the environment, and your dinner plate.
Imagine this: a brand that's good for people, good for the planet, and just plain great for your plate – that's the Daybreak Seaweed story we're all about sharing.
Now, rewind a bit. We had a puzzle to solve – redesigning the packaging to make it a visual feast that connects with their tribe and stands tall on those grocery store shelves.
Catherine and Avery, the masterminds behind Daybreak Seaweed, wanted a packaging upgrade because, well, just throwing in flavor differentiators wasn't quite cutting it. People weren't vibing with it, and that's when we swooped in. Our mission was clear: create a packaging that not only educates folks about seaweed's awesomeness but also makes Daybreak Seaweed an unmissable superstar on those crowded shelves.
OUR COLLECTIVE ACTIONS
Strategic Workshop
Brand Positioning
Audience Profile + Customer Journey
Brand DNA
Competitive Audit
Messaging
Customer Persona & Journey
Brand Verbal identity
Identity Refresh + Brand guideline
Packaging Design
Intentional Journey
Heart-to-heart interviews, and guess what? We struck gold.
We started by rolling up our sleeves and diving into research. We wanted to know what the people really wanted – so, off we went to grocery stores all across the US. We talked to the folks browsing those aisles, had some heart-to-heart interviews, and guess what? We struck gold. Here's the lowdown on what we discovered:
~ People were all in for supporting local farmers and getting their hands on top-notch products, ready to pay premium prices.
~ The product and its flavors were causing some serious confusion. About naming and how to use the product in daily cooking? It was like the brand experience needed a bit of a makeover.
~ Armed with these insights, we collected some nuggets straight from the horse's mouth that we could use to sprinkle magic into our strategy.
But we didn't stop at just understanding consumer behavior. Oh no, we went deep. We needed to find Daybreak Seaweed's tribe – the ones who'd go the extra mile, grab every product, and shout about it from the rooftops. Imagine a brainstorming session where the creative juices were flowing like a river. We mapped out the brand's journey so far and where it could go. And from there, it was time to have some real talk with actual people who fit the brand's profile. We hopped across different cities and had heart-to-hearts with them. We talked about their likes, dislikes, what they value, and what makes them tick. It was like finding puzzle pieces and putting them together to reveal the bigger picture.
With all that info in hand, we crafted a strategy that was as deep as the ocean from which Daybreak Seaweed emerges. We wanted to show that seaweed isn't just an exotic addition; it's your everyday kitchen superstar. We wanted people to see it as a healthier alternative to salt, bringing that umami goodness into their lives.
What we did - Strategic workshop | Competitive audit | Core values | Consumer persona | Brand archetype | Brand DNA | Verbal guideline | Key messages
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What we did - Strategic workshop | Competitive audit | Core values | Consumer persona | Brand archetype | Brand DNA | Verbal guideline | Key messages 〰️
A mindful awakening for Daybreak Seaweed's brand
let's talk visuals
We wanted the packaging to shout out "Pick me!" when it sits there on the shelves next to its buddies. So, we dabbled with shapes, bold fonts, and colors that pop, "Hey, I'm here!" To make sure we were on the right track, we ventured into retail havens like Whole Foods and Sprouts. Real consumers were our compass. Did it stand tall next to competitors? Could the details be read without squinting? Did it shout what the product was and what flavors it brought to life? Do they know how to use it? – We solved customers’ needs and desires through visual design and messaging.
And guess what? The final packaging is a stunner. It's like a story unfolding right in front of you. The shape of the seaweed gives you a sneak peek of what's inside, the name tells you exactly what you're in for, and those images? Well, they're like little info nuggets that shout, "Hey, this is Daybreak Seaweed – 100% women-owned, West Coast grown, and umami delight!"
Brand Guideline
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Logo system
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Typography
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Color palette
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Illustrations
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Packaging design
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Brand Guideline 〰️ Logo system 〰️ Typography 〰️ Color palette 〰️ Illustrations 〰️ Packaging design 〰️
Meaningful Impact
And guess what? We're over the moon too!
We're truly honored to champion a brand that embraces local farmers, empowers consumers, and nurtures the planet. The new strategy, identity, and packaging have given Catherine and Avery the wings to soar higher.
Daybreak Seaweed's new direction shines a spotlight on seaweed's significance, positioning it as a trailblazer in every kitchen across the nation. It's more than a culinary choice; it's a mindful movement, a symphony of flavor that resonates with your palate and the planet.
Ready to build mindful brand?
Grateful for our
team collaborators
Lead Brand Strategist: Asha Mody
Strategy & Research Crew: Martin Zarian, Nick Ó | Designers Crew: Angela Ficorell, Zuza Hicks
Copywriters Crew: Katherine Peach, Levina Kusumadjaja | Photography: Lucianna McIntosh