Honest to goodness food
Well & Truly Artisan Pantry
This humble kiwi business came to us with a gourmet product and a strong moral compass. They had a vision to produce a range of wholesome food and build a brand that would stay true to traditional family values.
Services •
Brand strategy
Brand naming
Visual identity
Messaging
Packaging design
Clarify the vision •
Brand strategy
Positioning
It became clear that honesty, people, and quality were at the heart of this operation. Rather than attempting to be fancy or clever, we saw a gap in the market for a brand that was real, a brand that says it like it is. This meant we didn’t need to compete with the dietery fads and promises of competititors. Instead, we positioned the product as simply good, honest food.
Bring it to life •
Naming
Brand story
Messaging
With a strong strategic foundation, we then went through a naming development process. The chosen brand name ‘Well & Truly’ fits with both the product and the business purpose. The supporting tagline communicates the essence of the brand - goodness. And the slogan, ‘Simple made special’, sums up the value proposition in a short and memorable phrase.
Brand activation •
Visual identity
Packaging design
Based on the caregiver archetype, the brand aesthetic was designed to create a sense of nostalgia and a feeling of comfort. The look and feel is reminicent of the good ‘ol days. When life was simple, food was hearty, and people were connected.
The thoughtful use of colour allows the product range to be split into two clear categories. The breakfast granola, (which has always been the brand’s hero), stands out in bold blue. In contrast, the pantry range uses a softer cream. Together they create a cohesive family of products.
