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Startup artisanal charcutiers PorkShop came to DesignSociety with a unique challenge: to rapidly expand their word-of-mouth artisanal cult charcuterie business from private foodservice into a national brand - without alienating the small cult / foodie following they had developed, or jeopardizing their authentic recipes and artisanal curing methods in the process.
The first step was to synthesize the brand story and craft a new identity that would resonate authentically with foodies; then build a suite of packaging that would embody these values at retail and expand notions of artisanal quality and innovation.
Working with true artisans in their own fields, we created a bank of hand-drawn illustrative elements, and developed an entire hand-drawn typeface to parallel the importance and value of hand-crafted quality in the brand story. We then named each of the products with notions of the regional provenance of the actual ingredients that compose them, personifying the products, adding a layer of storytelling and simultaneously communicating flavor profile.
These three core brand messaging tenets were applied across all storytelling, naming, packaging and brand development:
This storytelling approach (and the excellent product quality) helped PorkShop reach the attention of Sobeys – the second largest food retailer in Canada, and resulted in the brand launching nationally in Y1 of the rebrand.