Unlike other packaging titles, which simply provIde templates to copy, this book enables designers of all packaging types to create 3-D packaging forms that are specific to their needs rather than based ...
Fire & Flavor got its start selling cedar grilling planks just as the Native American cooking technique was increasing in popularity. The company quickly gained distribution in stores like Whole Foods, Kroger and Lowe's. Although Fire & Flavor was experiencing growth, the seasonal nature of grilling planks, as well as the Native American heritage-influenced packaging design hindered growth opportunities outside of the seasonal aisle.
To reduce their dependence on seasonal revenue spikes, Fire & Flavor shifted the focus of the brand from a "grilling" company to a "flavor" company—a platform that would enable them to introduce a range of products that could be sold throughout stores during all seasons. Rebranding to this new positioning required following a step-by-step recipe.
REBRANDING STEP ONE: Gain critical customer insights
The first step in redesigning the Fire & Flavor packaging was to identify the target audience and research their behavior to understand emotional triggers that would motivate them to purchase. Preliminary research indicated the most lucrative market was women ages 35 to 55, known as "foodies." They regularly watch cooking shows on Food Network and read magazines such as Cooking Light, Southern Living, and Bon Appétit.
These foodies cook for their families an average of 4.7 nights per week. And because their daily routine can be hectic, they desire meal solutions that are simple to prepare but still great tasting and full of flavor. Based on consumer research, it was evident the old packaging and messaging did not align with either Fire & Flavor's brand promise or the needs of their core customers—simple, yet sophisticated ways to make gourmet meals at home.
REBRANDING STEP TWO: Thoroughly evaluate the competitive landscape
As we sought to rebrand Fire & Flavor beyond the grilling aisle, it was imperative that our team research brands identified as potential competitors. Our team developed a comprehensive evaluation of competitors' packaging styles, color palettes, brand platforms, merchandising strategies, and online activities. This analysis enabled us to identify gaps for future product expansions as well as define a distinct visual identity and messaging platform for the Fire & Flavor brand. With a clear understanding of our prospective customer and the competitive landscape, we were prepared to develop a range of preliminary approaches to the rebrand.
REBRANDING STEP THREE: Develop initial concept and test
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