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Through comprehensive market analysis and audience research, we transformed Blend's entry into the cake decorating market. Our strategic positioning as a 'creativity enabler' shaped a bold brand identity that precisely targets market opportunities and consumer desires.
Initial market and competitor analysis revealed a disconnect between the client's desired clinical aesthetic and market opportunities. While Blend had begun establishing itself with a minimalist approach, our user research and audience insights pointed to an untapped opportunity for a bolder direction—a strategic pivot the client embraced based on our findings.
Our brand strategy encompassed developing six distinct concepts, ultimately leading to a cohesive brand architecture that champions creativity. Through careful brand positioning and messaging, we crafted the tagline "A little goes a long way". This verbal identity perfectly complemented the visual system we created, which included comprehensive brand guidelines and packaging design.
Through our art direction and creative production, we delivered a striking brand system that stands out in the market. The new identity seamlessly merges bold design with practical application, supported by strategic copywriting across all touchpoints—successfully positioning Blend as the category's creativity catalyst.
