Griddle : A breakfast brand to shout about
Griddle Founders, Ella and Sophie, run a successful pancake business but realised their following had changed. They needed a new pair of eyes to develop their positioning and deliver a strategic rebrand to make a fresh product line stand out for a new audience. We stepped in with new audience personas, using them to create lively designs and a family-focused brand narrative that promotes the benefits of a healthy wholegrain breakfast.
Shift to an unknown audience → Family-focussed rebrand
- Persona Development
- Brand Narrative
- Brand Identity
- Art Direction
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.
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.
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.
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.
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.
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.
To find out more about this project and to discuss how a similar solution may work for your brand, get in touch.