Griddle : A breakfast brand to shout about
Project Overview
Shift to an unknown audience → Family-focussed rebrand
Involvement
- Persona Development
- Brand Narrative
- Brand Identity
- Packaging
- Art Direction
Our Approach.
Persona Development
Griddle realised they were experiencing a change in their audience make-up, from individuals to families with children. We researched their consumer’s needs and created personas to help them understand who they should be talking to.
![lemon and popppy seed](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content11990_qksuej.jpg)
![choc chip](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content11887_nq8stn.jpg)
![waffle fork](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/hero_vlnrig.jpg)
Brand narrative
We needed a compelling story to help Griddle get their message across to families. So, we put out a rallying cry for wholegrain breakfasts to fill up tiny tummies.
![easy peasy](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Easy_peasy_s1rqi1.jpg)
![easy peasy](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Low_sugar_ssw1ha.jpg)
![griddle breakfast](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content11851_ualvby.jpg)
Brand Identity
Griddle’s rebrand sees nostalgic vibes paired with a modern colour palette. Working with a local illustrator, we developed a suite of family characters who each have their favourite way to enjoy breakfast.
![breakfast for the people](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content12348_sjqdqo.jpg)
![eating griddle](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content12285_ncgmxd.jpg)
![fanatic](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Fanatic_dg2vqe.jpg)
![free spirit](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Free_Spirit_pmseli.jpg)
Packaging
We rolled out branding across Griddle’s pancakes, their new waffle range and pancake mixes. On-pack messaging was made clearer, incorporating a new tone of voice alongside eye-catching illustrations.
![griddle packaging](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/lemon-2_k5nmdc.jpg)
![chocolate waffle](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/chocchip-2_chvdck.jpg)
![mum](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Mum_kwetiz.jpg)
![flip](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Flip_cp8ewm.jpg)
Art direction
For product packaging, social media and the web, we art directed a range of personality-packed product shots, drawing on the brand’s new colour palette and adding in some eccentric, retro vibes.
![blue pancake](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content11922_aqvdgt.jpg)
![blueberry](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/Griddle_content11911_ztacr3.jpg)
Results
Griddle’s following have embraced the new-look packs and website. Off the pack of the rebrand, Griddle were accepted into Sainsbury’s and Whole Foods Market.
![Fuchsia Wilkins](https://res.cloudinary.com/dhcbd7jaf/image/upload/v1707158201/buxtonthreetwo-fuchsia-wilkins_effckd.jpg)
Content Creator
To find out more about this project and to discuss how a similar solution may work for your brand, get in touch.