Topline Growth 50% in First Year

LesserEvil Healthy Brands 360° Brand Strategy

Challenge

Brand name limiting growth opportunities

  • Natural channel communications not translating to mainstream consumers.
  • Evolution of brand and product line driven by opportunity not strategy.
  • Buddha instantly recognizable, yet polarizing outside of Whole Foods.

Goal

Improve and grow the brand to not only satisfy core market but also expand to a larger market.

Insights

  • Brand awareness not scalable.(Consumers recognized Buddha Bowl product as the brand, limiting innovation to popcorn).
  • No brand recall for Lesser Evil with consumers despite heavy promotion in Whole Foods.
  • Each new product seen by consumers as new brands.
  • Random fans created Buddha Bowl Instagram account and influencers followed it instead of Lesser Evil.
  • Brand name and core identity meant more internally than to retailers & consumers.

Strategy

  • Evolve Buddha Bowl to make a cohesive brand story, product line and packaging architecture.
  • Reposition snack guru that makes mindful snacks for the real world.
  • Simplify ingredient messaging without dumbing it down.
  • Celebrate the company’s manufacturing ethics.
  • Establish brand-driven guardrails for innovation.

Go-to-Market Strategy:

The snack guru. Life’s a journey, we’ll bring the snacks.

Tagline:

Sinful Taste. Clean Snacks

Results

  • Topline growth 50% in first year
  • Launched 4 new product lines in first year

Sources: Forbes, Project Nosh, LesserEvil

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • SKU Rationalization
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Character Illustrations
  • Style Guide

“Retail Voodoo is a combination of CMO, brand shaman, and personal development coach rolled in one. They articulated our brand purpose, mission, vision, and business plans to help us crush it at retail.”

- Charles Coristine, CEO + President, LesserEvil