Brief Explanation

Launching a new, niche brand in a cluttered supermarket environment, in Australia’s largest supermarket chain, on a low budget, was definitely a challenge. Our branding needed to capture the attention of shoppers. Since these were rather odd-looking vegetables, we needed to prove to Australians that they were as sumptuous as they were strange. A recipe book was required to show Australians how to best use these unfamiliar vegetables to create culinary masterpieces

The Brief

Our client, Perfection Fresh is one of Australia’s best-known marketers of fresh fruit and vegetables. They noticed a gap in the market to launch a range of seasonal heirloom vegetables, like no other out there. These odd looking, previously unfashionable vegetables, had recently come back in vogue. We were tasked to create this brand from scratch. A new brand name, tone, look and feel. A promotional recipe book was needed as part of a press kit and to be used as limited edition competition prizes for a few lucky customers

How the final design was conceived

We used the odd-looking nature of the vegetables as our point of difference. The name “Hatters” was chosen to fit their uniquely mad look. We then created quirky profiles for each of the vegetables, along with their very own illustrated characters. These were included in a field guide-styled recipe book, which also included scrumptious recipes concocted around each vegetable by one of Australia’s leading chefs.

Indication of how successful the outcome was in the market

In the first week alone, over 40 000 Hatters vegetables were sold, totalling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. Also, with less than $5000 spent on PR, we managed to reach over 9.2 million people. And the adventure has only just begun!