In looking at the Connemara brand positioning and product offering through a brand audit it was decided that a complete overhaul, update and relaunch was required to leverage the brand more profitably.
The core brand message hadn’t changed but it had lost some of its edge, perceived relevance and clarity of communication. They needed to evaluate their positioning, promote their brand story much more strongly and communicate in a way that was more relevant and compelling to their target market.
The brand overhaul required an audit of the brand in terms of “the Connemara world” and “way of doing things” and how that message was disseminated in a way that ensured its irresistibility to its target audience. They needed to be much clearer in their communications with their target market, what they had to offer, and why that’s important to their audience.
The project required:
• re-evaluation of the brand proposition
• competitive analysis
• market research
• new product development
• brand strategy
• updated brand identity
• brand design
• new packaging
• professional food photography and food styling
• professional landscape/location photography
• new websites x5 (multi-lingual)
• brand collateral
• exhibition design
• relaunch strategy
• print management
• project management
together with ongoing brand mentoring and marketing support and training.
Congruency across all touch points internally and externally was, and still is critical.
The primary target market for Connemara are B2B customers: Wholesalers, Retailers, Foodservice Companies and Distributors in Europe, the USA and the Far East. B2C retail customers are secondary but a growing sector.
Packaging for the Italian market