Client Need: A brand name, identity, and simple package for a new product introduction – a mini honeydew melon.
Solution: We worked closely with Hirakata Farms in 2012 to help them and their member organization, the Rocky Ford Growers Association revitalize the Rocky Ford Cantaloupe™ brand following the listeria crisis of 2011. Once consumer confidence was restored and the local industry fully rebounded, it was time for Hirakata Farms move on, and do what they do best: innovate, grow, and market those “always sweet & juicy Rocky Ford melons. The Hirakatas experimented with a unique, small variety of honeydew melon. About the size of a softball and packed with intense flavor, the new melon would surely be a hit with consumers.
First, the new brand needed a positioning strategy, and then a name. At BrandWerks, we like to keep things simple, and often times personal. Literally. This new “single-serve”, “mini” melon could be a very personal experience, a pleasure reserved just for you. So why not, “a new honeydew just for you” as the brand’s positioning strategy and tagline? For the brand name we wanted something descriptive, yet catchy and engaging that would promise a fun, lively, and energetic experience. A name that would appeal broadly to target consumers aged six to sixty. A name that would “roll off the tongue” with a sound, look and feeling of “oooh!”. Our winning name: minidoos. For the brand’s logo/identity, we went a little retro, to help consumers recall those childhood moments when life was just good fun. With our work done, we hope that minidoos™ is a brand that resonates for you!