Human & Personal ServicesWholesale & Distribution
Crafting Brand Identity
Full brand identity—name, positioning, packaging, and design system—secured funding and launched a better-for-you puffed snack in retail.
Chairman Mom, Inc.
The Client
Chairman Mom, Inc.
- Company
- Chairman Mom, Inc.
The Challenge
In the heart of the bustling health food industry, an entrepreneur and a food scientist converged on a shared zeal: creating food that is not just better-for-you but revolutionary. Their brainchild, a pioneering puffed snack, was brimming with potential. Yet, its name "TuttiPuffs" lacked the global appeal essential for a product with such ambition. The challenge? Carve a brand identity that would shimmer in a saturated market, one that could resonate universally.
Our Approach
With the combined expertise of the Chameleon Trio-Matt Cave, Julie Mantis, and Caleb Ludwick-the rebranding journey began. Driven by the authenticity and natural goodness of the product, they transitioned "TuttiPuffs" to the compelling "Super Natural". Beyond the name, the team crafted a distinctive mission and purpose, carried out an in-depth brand strength evaluation, anchored strategic pillars on consumer insights, cultural relevancy, and the brand's foundational purpose, and executed a sharp competitive analysis.
Their strategic vision materialized with a rejuvenated logo, a dynamic design system, a redefined verbal identity, and a visually striking packaging design. With additional assets like business cards, presentation decks, and a streamlined website, "Super Natural" was primed to conquer the market.
The Impact
Chameleon Collective didn't just rename a product; we redefined it. With a potent brand design system and an evocative identity, "Super Natural" didn't merely secure the necessary funding but is poised for a dynamic launch in Q2 2023, all set to revolutionize retail.
The Team
The Chameleons who delivered this engagement.
Practice Areas
Brand Strategy