PERFECTION FRESH Design & Branding, Case study HATTERS VEGETABLES by Whybin\TBWA Sydney

HATTERS VEGETABLES

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Industry Grocery and Other foods
Media Design & Branding, Case study
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton, Dave Bowman
Creative Director Asheen Naidu, Dave Brady, Suzanne Keen
Illustrator Anton Petrov, Ryan Price Whybin Tbwa
Digital Creative Director Russ Tucker
Strategic Planner Warwick Heathwood
Released October 2013

Awards

Cannes Lions, 2014
DESIGN LIONS 360° Brand & Identity Experience: Consumer Products BRONZE

Credits & Description

Type of entry: 360° Brand & Identity Experience
Category: Consumer Products
Advertiser: PERFECTION FRESH/COLES
Product/Service: CONSUMER PRODUCTS
Agency: WHYBIN\TBWA SYDNEY, AUSTRALIA

Client: PERFECTION FRESH/COLES
Product: CONSUMER PRODUCTS
Entrant: WHYBIN\TBWA SYDNEY, AUSTRALIA
Type of Entry: 360° Brand & Identity Experience
Category: Consumer Products
Entrant Company : WHYBIN\TBWA SYDNEY, AUSTRALIA
Advertising Agency : WHYBIN\TBWA SYDNEY, AUSTRALIA

Executive Creative Director: Matty Burton (WHYBIN/TBWA GROUP SYDNEY)
Executive Creative Director: Dave Bowman (WHYBIN/TBWA GROUP SYDNEY)
Digital Creative Director: Russ Tucker (Digital Arts Network)
Creative Director: Suzanne Keen (Integer)
Creative Director: Dave Brady (WHYBIN/TBWA GROUP SYDNEY)
General Manager: Georgia Bruton (Integer)
Account Manager: Alex Stickler (Integer)
Digital Designer: Jessica Wong (Digital Arts Network)
Illustrator: Ryan Price (WHYBIN/TBWA GROUP SYDNEY)
Illustrator: Anton Petrov (WHBIN/TBWA GROUP SYDNEY)
Strategic Planner: Warwick Heathwood (WHYBIN/TBWA GROUP SYDNEY)
Marketing Director: Helen Waterworth (Perfection Fresh)
Creative Director: Asheen Naidu (WHYBIN/TBWA GROUP SYDNEY)

Brief Explanation:
Launching a new, niche brand in a cluttered supermarket environment, in Australia’s largest supermarket chain, on a low budget, was definitely a challenge. Since we had very little shelf space, we needed to create maximum impact. Our branding needed to capture the attention of shoppers and get them excited and intrigued enough to try something they were completely unfamiliar with.

Describe the brief from the client:
Our client, Perfection Fresh is one of Australia’s best-known marketers of fresh fruit and vegetables. They noticed a gap in the market to launch a range of seasonal heirloom vegetables, like no other out there. These odd looking, previously unfashionable vegetables, had recently come back in vogue. We were tasked to create this brand from scratch. A new brand name, tone, look and feel across multiple channels.

Design Process:
We used the odd-looking nature of the vegetables as our point of difference. The name “Hatters” was chosen to fit their uniquely mad look. We then created quirky profiles for each of the vegetables, which were included in their packaging. We created a vegetable expert named Livingstone R. Rabbit who guided visitors through our website, educating them on the vegetables and on scrumptious recipes, which were concocted by a leading Australian chef. We extended our branding designs to a field guide-styled recipe book and seed-impregnated business cards and “Magic Tickets” which sprouted herbs.

Results:
In the first week alone, over 40,000 Hatters vegetables were sold, totalling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. Also, with less than $5000 spent on PR, we managed to reach over 9.2 million people. And the adventure has only just begun!