positioning | brand voice | messaging
What They Needed
Mezzetta, founded in 1935, is a family-owned, nationally-distributed brand of jarred olives, peppers, and more. The company was looking to expand its reach by connecting with a younger, broader audience, and was also on the verge of developing key new brand assets with a partner agency. While they had previously developed an internal purpose and set of core values, the Creative Director felt that a more robust brand strategy was needed to ensure they had all the tools on hand for the challenges ahead.
What We Did
We first undertook a rigorous discovery process, including conducting internal interviews, auditing materials and competitors, and uncovering audience insights by reviewing available research. We next facilitated a brand workshop with leadership from all key departments, ensuring that a cross-section of the company had their voices heard. Finally, we developed a Brand Platform with a bold new direction for the brand--one that would ensure the company stays rooted in its Italian-American history while stretching into adventurous new territories.
What Happened Next
The team immediately agreed on the Brand Platform and began to use it to inform every day decisions, as well as to help guide partners in developing new brand assets. Following the strategy project, Brand Plume was asked to develop a Brand Voice Guide to help with the development of copy and messaging.
This project was a collaboration with studio1500.
Mezzetta, founded in 1935, is a family-owned, nationally-distributed brand of jarred olives, peppers, and more. The company was looking to expand its reach by connecting with a younger, broader audience, and was also on the verge of developing key new brand assets with a partner agency. While they had previously developed an internal purpose and set of core values, the Creative Director felt that a more robust brand strategy was needed to ensure they had all the tools on hand for the challenges ahead.
What We Did
We first undertook a rigorous discovery process, including conducting internal interviews, auditing materials and competitors, and uncovering audience insights by reviewing available research. We next facilitated a brand workshop with leadership from all key departments, ensuring that a cross-section of the company had their voices heard. Finally, we developed a Brand Platform with a bold new direction for the brand--one that would ensure the company stays rooted in its Italian-American history while stretching into adventurous new territories.
What Happened Next
The team immediately agreed on the Brand Platform and began to use it to inform every day decisions, as well as to help guide partners in developing new brand assets. Following the strategy project, Brand Plume was asked to develop a Brand Voice Guide to help with the development of copy and messaging.
This project was a collaboration with studio1500.