Client Need: A complete brand, including strategic planning, creative direction, brand and product naming, logo/ID design, tagline, packaging sourcing and label design, sales and marketing planning and support, Web/social media development, and more…
Background: Like many of our clients, Lynn Duncan is extremely creative. She is a culinary artist with tremendous vision and skill in marrying flavors to create unusual recipes. When she came to us, she had four unique seasoning blends that she had formulated and wanted to market. Each blend was inspired by specific flavor traditions from some very interesting places like Ethiopia, Morocco, France, and the Southwestern United States. The inspiration for these creations came from an emerging concept in the culinary world called, “umami”. Even as foodies, this was news to us. As we discovered, umami derives from a Japanese “loanword” (an adopted word), that translates generally as “pleasant savory taste”. But it’s more than that. Umami is considered the fifth taste sensation, combining aspects of the four taste sensations of sweetness, sourness, bitterness, and saltiness.
Approach: The approach we identified for Lynn and her new venture was the same we take with all of our clients. For us, this means BrandVision™, a comprehensive ideation and planning session that identifies and brings together business, brand, and personal visions. For Lynn’s emerging venture, we first sought to understand what might make her product differentiating and salient. After all, retailers, restaurateurs, and consumers aren’t generally looking for another line of spices and seasonings.
Solution: As we dug deep in the fabric of the brand, this concept of umami seemed to really stand out. At BrandWerks, we obsess about brand benefit. So, we asked, “what is the benefit of umami?” As we probed and pushed through our proprietary brand laddering exercise, we discovered that this savory fifth sensation is quite expansive, literally! The feeling one gets when they have a “umami experience” is a physiological and emotional blossoming of flavors. That’s how the brand’s point-of-difference came about.
With positioning strategy in hand and our creative energies “blossoming”, we began the process of naming this new brand. We quickly focused on the number “five”, obviously for the umami fifth flavor sensation. We also learned during BrandVision that coriander (cilantro), a beautiful white flowered herb, was an important ingredient in some of Lynn’s seasoning formulations. And lastly, much of Lynn’s cuisine just happens to be French-inspired. So, we had our foundation for a potential brand name with three words: “five”, “flower”, and “French”. It wasn’t long before we settled on Pentafleur, a combination word with Latin origins meaning “five flower”. A review of the United States Trademark Database indicated availability for use in the spice/seasoning class of trade.
Now to begin building the brand. First, tagline. By adding brand name and benefit, we came up with the brand’s essential promise: With Pentafleur Seasonings, Flavors will Blossom.
For the brand’s logo, we immediately gravitated to the French fleur-de-lis. Why? The fleur-de-lis is classic and timeless, and importantly, conveys a premium image that would be very consistent with Lynn’s gourmet seasoning blends. How many fleur-de-lis? Five, of course! The logo had to work across many applications, e.g., jar labels, business cards, event banners, and more. So we chose a circular design, and colors from Lynn’s personal vision.
For the brand’s packaging, we wanted something that was not only practical, but true culinary art. It had to be different, stand out, and invite trial. It had to be clear to show off the beautiful colors of these visually appetizing blends. Lastly, it had to be something that retailers and consumers would want to have on their shelves.
With the brand now complete, and her Web and Facebook presence up and running, Lynn was now ready to sell her unique seasoning blends. For many of our clients, selling is a learning experience, especially given the complexity of foodservice and retail trade practices. BrandWerks has a great deal of experience developing brands for these channels and we have expertise selling to the trade. To help her along her way, we provided a step-by-step sales and marketing approach that would allow her to build consumer awareness and sales incrementally, smartly and with little financial risk. Pentafleur is a great product, and now a well positioned and uniquely designed brand. We have every reason to believe that going forward, Lynn’s sales may blossom!