The Imagine® brand which included 16 flavors of creamy soup, 12 flavors of chunky soups, 3 gravies and 3 culinary Sauces, was losing their market share in both the Grocery and Natural food channels due to the competitive framework and new private label introductions.
The Biondo Group was assigned the project to initially explore various brand positionings – 1) Culinary Imagination, 2) Real Ingredients and 3) a nurturing food experience. Within these parameters, the look was to be contemporized to attract the younger millennial target audience.
Initial designs explored a scope of traditional me-too approaches that spoke to “organic” ingredients with Imagine brand heritage cues. The final design was dynamic to the brand and to the category using overall black to highlight the soup and real ingredient photography. The Imagine logo was redesigned to be more current and less constricted. Overall, the new direction created a brand platform that reinforced real ingredients and inspired the consumer to express their creativity in meal preparation. The packaging made an impressive brand blocking on shelf.
The initial success of the launch for creamy soups, – 20% increase in sales in both Natural and Grocery channels, led the way to extending the brand imagery to culinary sauces, gravies and chunky soups, as well as, additional new product innovations (in process of being launched).