| Lust
in Translation / CITYCHEF / Our Food, Your Place
Translating a food dip concept into a new-lifestyle brand
experience (IDeG: an IzzyCue Design Group company).
WASHINGTON, DC (PRWEB) July 16, 2004 -- Whole Foods Market,
Inc. (NASDAQ: WFMI), the world’s largest retailer
of natural and organic foods with 148 stores in North
America, launches a new brand of products.
Background
Whole Foods Market came to IDeG with a branding strategy
based around the concept of ‘artisan-inspired food’
with a renewed brand identity. Their challenge was twofold.
First, to explore how this concept could be brought to
life in-store and experienced by customers directly. And
second, to explain to internal teams and external agencies
how this concept should be interpreted to create a consistent
message across all brand touchpoints.
Solution
IDeG conducted a broad competitor audit to gain a deeper
understanding of the product category and the competitive
environment. It then hosted a two-weeklong Fly Step Name
Game™ workshop internally to come up with potential
brand names. In order to fully synergize its client’s
vision with its own, it consulted with its marketing teams,
and external agencies to develop a shared vision of the
new brand and what it represented. The outcome was a 3-stage
name dossier listing potential brand name concepts, and
serving as a reference and a brief for all parties. On
the strength of the final selection by WFMI of CITYCHEF
- Our Food, Your Place, it moved ahead with the designing
of the logo and packaging label for an initial range of
four products: Mango Pineapple Salsa, Pico de Gallo, Guacamole
and Spicy Mango Salsa.
Result
A credible brand for the most discerning global audience.
The new identity aims at communicating the chain’s
savvy image and its commitment to providing its natural
food customers with best-in-category products.
“The bringing of clarity and authority to the voice
of this new brand line for Whole Foods involves more than
just creating a new name and design, but more importantly
it demands the continuity of style and message reflecting
the consistency of the management strategy, its aims,
values and achievements,” commented Kenneth H. Tan,
founder and CEO of IzzyCue.
About Whole Foods Market:
Founded in 1980 as one small store in Austin, Texas, Whole
Foods Market® is now the world's largest retailer
of natural and organic foods, with 160 stores in North
America and the United Kingdom
About IzzyCue:
IzzyCue, a unit of BKN International Incorporated, is
an emerging cross-channels manufacturer of high-end consumer
products. The unit-brand builds leadership products in
three highly-focused global businesses: Food & Beverage,
Popular Culture and Design & Fashion. Its primary
vision is to create a desirable long-term brand of significance.
This press release contains forward-looking statements
and projections concerning the Company’s plans,
strategies, expectations, predictions and financial projections
concerning the Company’s future activities and results
of operations and other future events or conditions, and
are “forward-looking statements” as defined
by the Private Securities Litigation Reform Act of 1995.
Copyright & Registered Trademark:
IzzyCue ® is an international Registered Trademark
of BKN International Incorporated. IDeG is a trade name
belonging to BKN International Incorporated. All other
trade names and/or trademarks belong to their respective
companies.
2003 All rights reserved. This article is protected by
intellectual property laws and may not be reproduced,
rewritten, distributed, re-disseminated, transmitted,
displayed, published or broadcast directly or indirectly,
in any medium without the prior written permission of
BKN International Incorporated.
http://www.prweb.com/releases/2004/5/prweb141534.php
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