Helping a dried fruit brand bite into the candy market.
Organic food company Patience launched their sour-infused dried cranberry line, SourCran, with the goals of raising awareness and innovating their way to a younger, larger consumer base. Our mandate was to create the brand positioning, image and marketing tools that would help them do just that. The challenge: create the Patience universe while carving out a space for different product lines, like SourCran.
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Client
Patience / Fruit d’Or
Services
Audit et analyse de marché
Insight consommateur
Positionnement de marque
Identité de marque
Design d’emballage
Campagne de communication
Design Web
Team
Marie-Ève Caron, brand strategy
Caroline Reumont, art direction
Cecilia Castelli, illustrations
Valérie Derome-Massé, product & lifestyle photography
Kristina Landry and Mélanie Franz, copywriting
Espace M, média buy
Nicolas Boissy, video design
Antoine Foisy (quarante douze), motion design
François Genois, HTML animation
Steve Desmarais, graphic production Vincent Castonguay, portefolio photography (campaign)
Malinki, portfolio video
Strategy
Stand out from the traditional cranberry pack of juice and cooking ingredient usage and bring this little berry to a new party: the growing healthy snacking category. With consumers increasingly on the hunt for new taste experiences and unexpected textures, a new era of mixing health and pleasure has arrived. SourCran is in the right place at the right time. And to make sure that Patience can follow SourCran with other innovative products, we shaped the brand as the start of a system: unique, but connected. The system lets each product shine without losing cohesion.
Idea
Featuring a logo with a round cranberry-like shape, visual elements as vivid as the flavours on offer, and a mouth graphic device that speaks (literally) to the surprising sour taste, the SourCran platform is a perfect match for the products. Going forward, the round window will be present to connect all Patience product innovations. With packaging playing such a significant role in the success of a brand, each flavour has a distinct mouth illustration to help consumers easily navigate the line. The campaign hook, “Can fruit be candy? Yes it cran!” has been rolled out in advertising.
Results
The response was immediate and resounding. Purchase orders are on the rise and a new distribution partnership with Walmart is set to launch in the United States.
The rebranding of SourCran came with several challenges, which La Famille was able to meet brilliantly: differentiating this new offer, engaging consumers, and facilitating their understanding of the product—they did it all!
— Caroline Miron, Vice-President Marketing, Fruit d’Or
