Client Need: A unique, premium brand that would stand out in the very crowded cereal/granola category.
Solution: There are many ways to differentiate a brand. But in the cereal business, unique points-of-difference are few and far between. Olde Man Granola is, however, different than most. Unlike other granolas, it’s made with butter for a richer, fuller, and more satisfying taste. More than that though, the brand has a real story to tell. You see, the founders actually formulated the product while in the mountains of Africa. They needed a reliable, nutritious and safe food to eat while conducting their missionary work.
Brands are more than their ingredients and functional benefits. To truly connect with consumers, successful brands need to make an emotional connection. As we saw it, Olde Man Granola is about a journey – a journey for the owners, and a journey for consumers to discover this special brand. With the “journey” positioning in hand, we started design concepts. We needed metaphorical inspiration. Perhaps an iconic traveler, a storyteller. Something “Hemingway-esque” would surely bring the brand to life. But true and honest – featuring the owner himself. And that’s how the brand was created. Additional imagery like a perforated postage stamp and postal marks reinforce the brand’s positioning, and description, “From the mountains of Africa to the mountains of Colorado”. The brand is now ready for its journey to success.
“It is good to have an end to journey toward; but it is the journey that matters, in the end.”