Brand Story at Week 3

Brand Development


For developing our new Sub-brand of Ernest Adams' Cookies, we are focusing on these two macrotrends;

'Show Me Something New'
Innovation in the form of unexpected ingredients, mash-ups that combine familiar items in new ways, and the use of traditional flavors at atypical times piques consumers’ interest and demand for variety and new experiences.

Implication: Consumers are responding to the application of breakfast and dessert flavors across the menu; updated nostalgic desserts; and all-day gourmet burgers and sides with a “wow” factor.

'Fusing Flavors'

Consumers are increasingly interested in trying new flavors, often in the form of a fusion of two familiar flavor notes—such as sweet and spicy.

Implication: Flavor pairing is relevant across all dayparts and mealparts, from breakfast to beverages to dessert; consumers say that sweet notes pair well with the greatest variety of flavors.

As well as an issue we've taken note of; 

Ernest Adams' has a huge edge over Farmbake as being New Zealand Produced, but they don't evoke that efficiently.

Hierarchy-wise, these are our top 3 factors driving the rebrand, but we've also considered macrotrends of 'people like to see how it's made' in possibly having transparency in the packaging, and 'consumers balance health with indulgence' where we may consider ingredients that don't take away from the indulgence of cookies and our new flavours, but allow us to label our product with a healthy-edge over the competition.

So at this stage we have brainstormed and researched into popular new zealand delicacies and have come up with these ideas of potential new flavours:

- Manuka Honey

- Lamington - Raspberry Filling + Coconut Texture

- Kiwifruit

- Blueberry (NZ is largest producer of the fruit)

- Feijoa?

At this point, we believe we should adhere to possibly 2 classic/original cookie flavours, and 2 new NZ-like flavours.

Packaging ideas:

- Printed image of full cookie jar on front, with false lid, but opens like regular rectangle box.
- Transparent windows
    - Stapled bag with card slip packaging


Baking

We baked 3 flavours of cookie - Manuka Honey, Golden Kiwifruit and Green Kiwifruit. These were the responses:

Homely
Reminds of childhood
Fresh
Exciting - don't get bored
New