Crafting a Universe for “Super Natural” in a Crowded Snacking Space
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.
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.
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.
