FRESH N’ CRISP
Sixth Element helped Fresh ‘n Crisp Farms to stand out on shelves with a warm, fun and differentiating new brand. Fresh, springy colors and hip leaf-camo patterning puts panache into produce. This sophisticated visual identity is complemented by a warm, fun and personable brand voice — and concise, targeted brand messaging.
We used clean, friendly iconography to show vs tell the unique value proposition. Updated messaging brings personality and authenticity to a brand story that previously fell flat, with too many competing messages and an overly corporate, impersonal brand voice. The new brand stands out on shelves. Its quick-hitting, compelling messaging resonates with customers and helps drive brand affinity (= sales).
“Brand investment was crucial for our quickly-growing startup to drive continued revenue growth, customer awareness and loyalty — and to stand out in a highly competitive space. We are confident that brand differentiation will be instrumental to fueling our growth.”
SERVICES
Brand Identity
Brand Messaging
Creative Direction & Design
Brand Activation
Web
Video
Product Packaging
STANDING OUT IN CPG.
Consumer-packaged goods (CPG) is a highly competitive and cluttered space. Across every product category, brands are vying for consumer attention and affinity — as brand loyalty drives sales.
Fresh ‘n Crisp Farms, a local greenhouse lettuce producer, innovated a best-in-class and truly differentiated product: crisp, delicious, farm-fresh lettuce that seemingly never wilts — without the use of any pesticides or preservatives. This 2019 start-up was already growing rapidly thanks to a laser-focused business plan and exceptional product. However, the team felt that customer acquisition was far more difficult than it should be with such a standout product.
Fresh ‘n Crisp easily created raving fans of any lettuce aficionados who tried the lettuce — but that barrier to entry was a challenge. They struggled to stand out on shelves, convey their top differentiators, and acquire new customers.
The brand and packaging lacked a design system — and their color scheme was problematic: the red was too loud, the yellow felt unappetizing, and the green (their star product) blended in with the lettuce to the point of illegibility.
SO FRESH & SO CRISP, CRISP.
Sixth Element supported a holistic brand activation — from website copy, design and development, to product and promotional collateral, tradeshow booth design and experience, an engaging new brand video, product packaging, and more.
Sixth Element also supported the innovation of a new product line: salad kits targeting healthy eaters on-the-go.
Since launching the new brand and product line, sales are strong, and the Fresh ‘n Crisp team has doubled their production footprint to keep up with consumer demand. Customer engagement has increased thanks to a new company newsletter and social media strategy to continue building loyalty and engagement.
