SITUATION:
With over 30 SKU’s, the Concord brand was dated and virtually invisible in the produce section where it is distributed. Our challenge was to create a new brand identity and portfolio management system that would get noticed and inspire purchase.

 CLUE:
Concord, as a brand, had no equity with consumers and the packaging only communicated what dish the packet created....nothing about the benefit of using the product.

AHA!:
Create a new brand based on “Why” vs “What.”
Next Step implemented a multi-phased research exploratory which led to our creation of the Concord Fresh Success brand. Based on the discovery that the tada-moment of providing her family with freshly prepared dishes was what matters most to mom, we partnered with AW-Design to bring this brand and positioning to life in packaging and a full portfolio management system.