Fisher Design Redefines Butterball Brand
CINCINNATI—Fisher Design, a strategic branding and design firm for global, preferred brands, has completed a multi-year strategic branding assignment that redefined the Butterball turkey brand and its position in the marketplace.
Known for decades as the country's premium special occasion turkey, Butterball sought to extend the equity of its brand and products to include everyday, family meals.
The company turned to Fisher Design, to assess the brand, provide competitive analysis and consumer insight, and design a roadmap for evolving the brand during a two-year period.
"Contemporary mealtime practices—both daily and at holiday—are rapidly changing," says Bryan LiBrandi, CEO, Fisher Design. "Butterball realized its narrow profile as a special occasion brand posed challenges to its overall business growth. We sought to redefine Butterball and grow sales beyond whole bird, increasing daily relevance and strengthening ongoing consumer connection to the brand."
The resulting design approach contemporized the brand mark and created product tiers and the "Every Day" sub-brand to illustrate how holiday quality translates into a range of turkey products consumers can rely on year-round and then offered a 200-SKU system for extending the new sub-brand into new categories, such as roasts, links, lunch meat, and filets.
"Everything from the design execution to all of the immense strategy and market insight that went into this project has been impressive," says Bill Klump, vice president of marketing for Butterball.
The revitalized brand mark debuted in Spring and the rest of the new line and products will continue to hit shelves throughout 2009.
Anthem Takes on Mike's Hard Lemonade Redesign
TORONTO, Ontario—Anthem Worldwide, a Schawk Strategic Design Company, has released its new package design for spirits brand Mike's Hard Lemonade™.
"By building on the energy of this authentic and original breakthrough brand, we redesigned the packaging to strengthen the core visual equities of Mike's Hard Lemonade. This enabled the brand to realize sales lift, demonstrating the power of compelling packaging," says Anne Dean, managing director of Anthem's Toronto office.