SUMMERALL SALUME
ITALIAN-INSPIRED SMOKED MEATS
THE BRAND Derrick Summerall, the chef behind Summerall Salume, has never been a strict traditionalist. It was an upbringing in Lexington, NC and his studies in the art of butchering in Tuscany that lead Chef Derrick to discover the glorious marriage of traditional Italian cured meats and bold American barbecue. The salumi process is monitored from the feed for local heirloom pigs to the quality of air in the drying facilities resulting in a world-class product.
THE TASK In 2015 many consumers will be faced with “restless palette syndrome�, leaving them searching for new flavors and radical mash-ups. Meanwhile the demand for smoked foods continues to rise as restaurateurs and at-home cooks embrace the age-old technique of smoking and its uniquely indulgent flavor profile. Although the Summerall product will satisfy this consumer’s needs, how does one speak to them while communicating the rich story behind the brand?
HANDCRAFTED IN NORTH CAROLINA
Lexington, NC
OLD NORTH PRID E
Since 2007
d over dry cure od pecan wo
S AL UME
SMOKED BRESAOLA DRY CURED OVER PECAN WOOD
NET WT 3 OZ
D
CR
AFT
ED IN
HA
N
l l a r e m Sum
Salumeria
SU M M E R AL L S AL UME
Lexington, NC
OLD NORTH PRID E
Since 2007
d over dry cure od pecan wo
S AL UME
SMOKED BRESAOLA DRY CURED OVER PECAN WOOD
NET WT 3 OZ
D
CR
AFT
ED IN
SALUME
LI
Salumeria
NA
HA
N
l l a r e m Sum
SMOKED B RES AOL A D RY CU RE D O V E R P E CA N WO O D
NORTH
R CA
O
N ET W T 3 OZ
SM OKED B RES AOLA Dry cured over pecan wood N ET W T 3 O Z
SU M M E R AL L S AL UME SMOKED BRESAOLA DRY CURE D WITH PE CA N WOOD
THE RESULT On pack, the combination of a simple and honest logo and a real vintage map of the state emanates trustworthiness and the feeling of North Carolinian “old world pride�. The Summerall signature navy blue and strong graphic hierarchy makes the brand recognizable through many product variations and off pack experiences. These timeless graphic elements create a strong foundation that will resonate with consumers and will allow Summerall Salume to stay contemporary on shelf for many years to come.
NOM NOM
ORGANIC BABY FOOD
THE BRAND Nom Nom was created on one basic principal: mothers want the best for their baby. In embracing this mantra, Nom Nom delivers the best in organic baby food that nurtures the young mind, body and soul. Fresh ingredients of all shapes and colors come together in unity to provide a harmonious balance of amazing flavor and wholesome nutrition.
THE TASK In recent years, consumers have gained a tremendous interest in organic products. One of the fastest growing organic markets is baby food, with a sales increase of 63% from 2011 to 2013. Currently, 75% of mothers feed their babies these foods because of their healthiness and lack of pesticides. How does a new brand like Nom Nom come into a saturated category and gain attention and consumer loyalty?
THE RESULT The Nom Nom packaging speaks effortlessly to the target consumer: healthful mothers on the go. The brand will be known by its playful and appetizing mandalas that emphasize the beauty of pure and honest ingredients. A friendly logo mark was hand drawn to foster comfort in the buyer, and its dark brown color helps cut through the category clutter. The bold and colorful graphics come together to create a powerful bill boarding effect on shelf.
LEVI’S FREEDOM CREEK DOG PARK
CROSS-CATEGORY BRANDING
THE BRAND Levi’s Freedom Creek Dog Park is the premier rugged day camp for dogs. Allow your dog to get in touch with its inner wolf spirit with no-frills workouts and training sessions situated in the most natural environment there is: the woods. Freedom Creek is more than just a doggy daycare, it’s an environment determined to instill a set of values in your dog that he will live out on the course and in everyday life.
THE TASK Today, 39% of households own at least one dog. As a result, America’s 100 largest cities saw a 34% increase in dog parks from 2005 to 2010. Seeing the opportunity in these numbers, Levi Strauss & Co. is extending their brand into a new territory: an upscale dog park. The Levi’s brand is characterized by strong values such as creativity, hard work and integrity. How does one create a unique brand for Freedom Creek Dog Park that ties in with the existing Levi’s brand positioning and core values?
THE RESULT Rustic elements and faded typography highlight the rugged aspect of Freedom Creek Dog Park while embodying the spirit of the overarching Levi’s brand. Through dramatic landscape and canine photography, Freedom Creek advertisements and other promotional materials exude courage and promise, two pillars of Levi’s brand personality. The Freedom Creek logo uses Levi’s cues, such as the proprietary red, to maintain a strong and long-lasting connection between the two entities.
ADVENTURE CIRCUIT
DAY BOARDING
FREEDOM POND
jump
BALANCE RUN
leap
ADVENTURE CIRCUIT
CRAWL
PUSH
VAULT
EXPLORE / HIKE
PLEASE CLEAN UP AFTER YOUR DOG
KLAR
MEN’S PERSONAL CARE
THE BRAND KLAR is dedicated to making personal care men feel comfortable using. The lightly scented products use the best ingredients that clean, scrub and style without harsh scents or chemicals. For a man who is new to grooming or a seasoned preener, KLAR is the brand that men can turn to for a refreshingly crisp feeling for their body and hair.
THE TASK Men are doing more shopping and dedicating more time on their personal appearance than ever before. Nearly three quarters of U.S. males feel more attractive when they are well groomed. However, product choices and variations in the men’s personal care category remain limited. How does KLAR inspire a male consumer to buy his own specialized personal care?
THE RESULT By using category cues from craft beer packaging, KLAR creates an immediate connection with the consumer. Unlike other men’s grooming products, KLAR uses tactile neutrals like craft paper to create a personal experience. This subtle eco-conscious aesthetic combined with distinct graphics and a bold color palette allows KLAR to stand out on shelf and become a mainstay in the men’s personal care category.
PÄRLA
MODERN RAG DOLLS
THE BRAND Pärla dolls have dynamic personalities, not just good looks. Colorful clashes and playful patterns highlight the importance of creativity and imagination. Pärla modern rag dolls aren’t “one size fits all” – they proudly celebrate every girl’s unique quirks and interests.
THE TASK Retro aesthetics and open-ended toys are taking over the market. Open-ended toys, those with no given rules, help promote creativity and spontaneous fun during playtime. Amidst the Barbie backlash, small doll companies will be seeing a surge in sales because of craftsmanship and traditional play values. How does Pärla make products that are appealing to young girls, while fostering creativity and teaching lessons about self-confidence, art and family?
THE RESULT Between a vintage-chic color palette and joyful typography, the P채rla brand and logo mark exude girly fun and creativity. Brand materials, which are inspired by mid-century modern design, have an unexpected yet sophisticated appeal. To promote artistic endeavors among young girls, the sub brand P채rla Crafts was released in tandem. Just like P채rla dolls, the Crafts line encourages open-ended play and imagination.
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I have a passion for the earth and I love tending to my beautiful flower garden in my backyard!
My perfect day would be spent hanging in the park with my friends. Anywhere with grass under my feet and sun on my face is where I want to be!
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EMILY BORST 2015