For Aphrodite, our objective was the creation and development of a new brand that would exceed their expectations and give them a visual edge in the competitive wholesale food industry. The brand would be comprised of a logo re-vamp, custom website; custom digital illustrations and proprietary photography of character branding, brand theme elements, and a complete product photo library; an elaborate trade show display; and print materials such as a B2B customer brochure/pocket folder, distributor sales packets, in-store POS (posters, display cases) etc.
With the company re-brand came the task of creating a connection between their newly chosen name and the company itself. The brand needed to promote product excellence with a unique distinction, as the company prides itself on delicious, ready-to-bake, tastes-like-homemade products that contain no preservatives or chemical additives. We researched Greek mythology to discover the complete history of Aphrodite, the goddess of love. Immediately, we saw that the reference to Aphrodite works to the company’s advantage by implying an elite status; moreover, the word “divine” strategically relates to the goddess herself as well as to the company’s wondrous, heavenly products.
We expounded on this divine concept with the creation of a character brand theme. We depicted Aphrodite in a series of ocean-view, courtyard scenes (referencing her connection to the sea) interacting with each category of products centrally featured on a raised pedestal. The scenes may be separated into individual pieces or viewed as a whole. In order to create the theme, we had to shoot each element individually (the model, trees, columns, flowers, etc.) and digitally piece them together to form the complete illustration. All products were shot individually (to be featured throughout sales brochures, the website, etc.) as well as in groups; in this way, the client is provided a large photo library to access for future project requirements.
Copywriting also played an important part of this re-brand. Descriptive copy is vital to help sell products that cannot be sampled prior to the placement of a large order. Each product has its own description to go with its picture. We also incorporated tantalizingly vibrant copy into the brochures and website. The website itself was custom designed and coded specifically for Aphrodite. The client requested that the site be easy to navigate, information easily accessible, and that products be presented using a tabbed browsing feature. We integrated a Google map for finding distributor locations; a blog; a fundraising section; a user login page for distributors, brokers, and direct customers; a contact form for leads and a newsletter subscription signup. To complete their online presence, we branded the company’s Facebook, Twitter, and YouTube pages via our Sociability service. Facebook posts automatically feed into the website’s global footer, and how-to videos from their YouTube channel may be viewed directly from within the website.
The trade show display was created to make a visual impact and draw a crowd. We incorporated the entire brand theme into the display for brand consistency and to immediately convey the company’s brand message to potential customers. Visually pleasing and completely unique, we designed the display with new business and lead generation in mind, as the company relies on trade shows for this specific purpose. We wanted to create an elaborate display but were faced with design limitations set by the client. The display consists of only two tables and a background curtain; however, we had to create something truly special: a unique customer experience. The client wanted the customer to find a serene oasis amid the cacophony of the show’s sights and sounds. In order to convey this memorable illusion, regardless of the restricted space available, we cleverly used all display elements to their utmost advantage.
Demand is driven largely by demographic shifts, particularly trends in population and age, working women, race and ethnicity, household size, and levels of disposable income. Typical customers are food retailers (supermarkets, grocery and convenience stores) and the food service industry, which consists mainly of traditional outlets (restaurants, hospitals, schools, hotels, and industrial caterers), and chain restaurants (Burger King, Pizza Hut, Red Lobster, etc.).
This B2B wholesaler’s new brand effectively conveys the company’s message using a distinctive brand theme that focuses on their divine confections. The brand works synonymously with the exceptional products, together building brand trust and customer loyalty. After the re-brand, the company’s distributor and broker sales increased due to their beautiful, comprehensive sales collateral. The website is specifically geared to distributors, brokers, and direct customers and generates the capture of new leads. The trade show display continuously stands out over all other booths, increasing walk-up traffic and assisting in making new sales.
The US wholesale food distribution industry includes about 33,000 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $650 billion. Major companies include McLane Company, SUPERVALU, Sysco, and US Foodservice. The industry is concentrated: the 50 largest companies generate about 50 percent of industry revenue. The profitability of individual companies depends on a good product mix and efficient operations. Large distributors are advantaged by bulk purchasing and economies of scale in distribution. Smaller companies can compete effectively by specializing in certain products or focusing on a geographical area. The industry is capital-intensive: average annual revenue per worker is about $930,000.