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Build a consistent and meaningful brand identity for nutritionally superior ice cream, Brio, as they expanded distribution from Hawaii to the continental United States.
Identify core target audiences and create a brand that speaks to those demographics of moms, families and baby boomers. The core audience appeared to be moms, who, by proxy, influence what their family consumes. The goal was to change the way people look at ice cream: from an unhealthy indulgence to a good-for-you snack. Included an initial SWOT analysis brainstorm, positioning exercise, mood board exploratory and development of brand graphics with a playful and fun look & feel, the tagline “Brio loves you back” and a clear message of Brio’s superior, nutritious offerings in the form of an everyday treat.
Brio Ice Cream’s new branding was very well received by retailers and has gone from regional distribution in Hawaii to national distribution in natural food, grocery and big box stores across the country.