This Organic Brand Will Captivate Your Heart & Make You Dance!

2 Jan
2017

That's One Sharp Cookie

Grandma Esther’s is Hollywood, FL’s go-to bakery for baked organic, Non-Gmo deliciousness. Their organic brand was inspired by love and dedication. Packed with all organic gluten free ingredients, this wellness brand needed a website and brand identity to tell their story.

Show me the site

We had to find a creative way to bring the organic brand story to life. Because Grandma Esther was a very warm and motivating person, we decided to focus on bringing that aspect of her personalty to life in the brand messaging. After researching the target demographic, we aligned the motivating brand attribute with the energy provided from the nourishing organic ingredients. A new campaign was developed that would encourage movement. The Tag-line “A happy dance with every bite” was drafted, and then activated with the “Show Us Your Happy Dance Campaign”, encouraging customers on Instagram to join in on the fun.

Finding the Sweet Spot (Positioning)

This was by far one of the greater challenges faced with this project. During an extensive discovery phase, several leading brands were researched. After filtering through several hundred points of parity, I decided to use the nutritional value and price premium as the key positioning factors for Grandma Esther’s.