We developed a master brand strategy for Tablelands to work across their range of specialty and primary spreads.
The ‘Healthier, Tastier’ positioning was developed to support the brand’s health and taste benefits over other spreads.
Brand colour and logo shape were developed to be transportable and reinforce the brand positioning, while being approachable.
We were briefed to produce a range of specialty spreads that had a perception of value add, while being the cheapest in market.
We were the first to utilise IML (In Mold Labeling) in rectangular tubs which allowed us to create a premium photographic look in a category which was dominated lower quality print processes.
The introduction of bold product type and benefit also was a clear difference in a category dominated by brands with small and ambiguous variants.