Building personality through positioning and design

 Century Snacks is a leader in trail mix and nut-based snack assortment under two lead brands: Snak Club and California Naturals, found in convenience stores or at Hudson News and other travel stores. Both brands were struggling with limited equity and brand recognition and had an opportunity to re-stage their branding to consolidate their retail position.

We helped zoom in on a specific attitudinal segment for both brands, then used Brand Prototyping Sessions with consumers to identify a new positioning that would get them out of being a commodity and allow them to celebrate the creativity of their unique mixes. 

from snacks as unfortunate necessity
to snacks as essential to thriving

Upon repositioning both brands, we also embarked on redesigning their packaging and entire visual system in a way that brought out their new personalities and reclaimed brand specificity,  and helped bring the brand to life through trade show and video activation.

Snak Club registered double digit growth within 6 months of the rebrand.

What we did: Consumer Insights, Brand Positioning, Logo and Identity Systems, Packaging Design, Digital and Experience Design