UP your game: Redefining a disruptive brand from strategy to design
HMT - Healthy Marketing Team
HMT - International Brand Builders in Food, Health & Sustainability.
How do you make sustainability relevant for consumers? What will motivate them to “buy in” your ideal and vision? How do you shape strong key messages to align your team internally but also be consistent to the outside world?
These were some of the challenges that the WhatIF Foods team had when they came to us.?WhatIF Foods?is a planet-based food company founded on regenerative principles. At HMT, we believe that brands can change the world and we were proud to support WhatIF in their mission. We helped them from strategy and storytelling all the way to the beautiful packaging design (yes, we did it all in-house!). Here is how:?
1)?Sharpen the brand idea based on purpose & positioning?
The need was to create a Big Idea to dramatize the founding purpose and establish an engaging movement that could engage consumers in a transformational change in the food industry.?
2)?FourFactors? Brand Definition. Lighting the Torch for a Purpose-led Brand: Join the Regeneration!?
We used the Brand Torch Methodology that was developed in connection to the Oatly repositioning in 2012. This process helps to turn the founder’s purpose of change into a differentiating Position and a Motivating Expression of a purpose-driven brand.?
3) The solution:?WhatIF Foods – WhatIF Foods are made this way??
The leading question came from the founder: “What if Sustainability is not enough?”. The response became obvious: “We need to regenerate, rebuild and restore”. From this the movement became clear” - “Join the Regeneration”.
If you are a purpose-driven brand with a similar challenge, we would love to help. Let us show you what we can do for you - just send an email to [email protected]