UNITED DAIRY FARMERS | Case study

Brand Reimage Strategy

CHALLENGE

70-year-old regional convenience store chain needed a rebranding strategy for its house brand ice cream line to go along with a new packaging structure. Kennedy Creative was asked to guide the development of the new branding program and update the brand identity for 40+ flavors and 50+ SKUs.

STRATEGIC SOLUTION

• Brand audit and package ratings revealed opportunity to improve customer perception of brand at retail.

• Created new brand identity and guidelines including new logo, imaging scheme, and messaging.

• Product presentation enhanced the appetite appeal of the product line.

• Created a flexible information architecture structure.

RESULT

Consumer insights guided the new brand concepts. Customer focus groups responded well to the updated brand family concept anchored by the large logo and photography of scooped ice cream. A purchase decision tree strategy used a consistent information architecture to efficiently help consumers identify the defined shop segments (ice cream/low fat ice cream/sherbet) within the brand structure. Kennedy Creative’s brand profile strategy is still impacting sales 7 years after the re-launch and this regional chain continues to apply the revised product messaging structure and brand grouping method.