Gander

It's such a blast to get to work with Graza on these wild ideas! Seriously, who would think to put extra-virgin olive oil in a beer can? ...and then actually does it?! We have been strong advocates of refills since Andrew first reached out to us on that fateful day years ago. We realized that all things take time, and when Graza wants to do something, they do it the right way. It is such an honor to bring Graza 2.0 to life and make an already amazing product even more amazing-er. Now let's go slam some cans of EVOO! 🍻 Cheers! 🍻 Check them out at graza.co

Come check out the NYCxDESIGN panel with our co-founder Mike McVicar and other friends! May 21st @ 6:00 pm

We are just tickled pink to share that Gander has landed a spot on Fast Company's list of the Most Innovative Companies of 2024! A true honor and delight. A huge thanks to the incredible Gander team whose dedication and hard work have earned us this recognition AND to our clients who put their trust in our process. #FCMostInnovative Read more here about what makes us so damn innovative: https://lnkd.in/g3QVxmew We've done some cool stuff with food brands through the years but here's a little secret.... we do lots of other cool stuff too! 🤫

I asked 2000 people to vote on these two donut brands and 90% picked option B. This rebrand also led to a 75% lift in sales according to one retailer I spoke to, and I came across some data that in other stores nearly tripled sales velocities. Let's break it down: Challenges with the original: - Unclear information hierarchy — the packaging is trying to communicate too much — protein, sugar, plant-based, grain-free, etc. - Positioning as plant-first / healthy alternative: the "better-for-you" category is becoming increasingly saturated, and the challenge here is that these callouts are no longer meaningful points of differentiation, and in some categories can work against you. If you're craving a donut you likely want something that tastes good, and all of the 'better-for-you' language might lead you to think it's probably not going to deliver. Why I like the rebrand: - Simpler information hierarchy and communication. They pared down the elements and made the main thing, the main thing. - Food products (especially sweet snacks) often require appetizing food photography to drive shelf appeal and a sale. Shifting from an illustration to appetizing photo-realistic renders of the product instantly do two things: make you hungry and think, oh that looks good, and communicates from afar exactly what the product is (and that each pack contains 3). There was also a lot of commentary on my video that the previous colors (light green) led people to think it was mint or mint chocolate flavored, which is a reminder that small and large details make a huge impact on perceptions of product, flavor, etc. especially in a consumables category.

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