Change won the assignment to launch a line of wooden cutlery for Aspenware, a local manufacturer.
The assignment started with an Audit of the competitive landscape; conversations with stakeholders, NGOs and potential retail clients; and an extensive review of best practices in the naturals and food services industries.
Insights from the Audit were taken forward to a 2 day Build brainstorm. At the brainstorm, the client team and Change wrote the brand story, built the foundation of the brand book, and created a host of names that could replace ‘Aspenware’.
From the Build brainstorm and Audit, it was clear the brand would have more success with upscale retailers (the target market) if it looked like a luxury item. Therefore, it was decided to write the brand story (inserted in each pack) in 4 languages, beginning with German. This thinking also guided the choice of the brand name ‘Wun’ – a name with faux germanic tone.
Change then moved on to designing Wun’s packaging, engaging one of the top flight designers in our global network. In addition to packaging, Change created point of sale advertising for the brand.
The goal laid out at the start of the process was to win listings at Whole Foods. When the brand package (brand book, pack, pos) was done, this was accomplished.
Today, the brand continues to list at Whole Foods throughout North America, and the packaging has won 10 design awards from around the world.
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