THE CHALLENGE: Following acquisitions and extensions into the snacks and sauces segments, the brand wanted to rebrand to broaden the relevance of halal food standards to the broader Millennial target


THE SOLUTION: We explored people’s attitudes and behaviors toward food, cooking and health and created a unique positioning that tapped into Millennial’s desire for self-expression through food choices, discovery of international cuisines and ethical sourcing. We also developed Saffron Road’s vision and values to capture what makes the company unique and to inspire employees. Using these and the newly defined personality attributes we created a new look and feel and visual identity system that tied all the products together and enhanced shelf impact.