PlanetY Branding and Packaging
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Increase with new brand and packaging design from a standing start
Overview of requirement
Y International specialise in procuring and despatching a wide range of British and European foodstuffs in addition to household and pet products, to retail businesses and distributors across the world. They supply exclusively to Lulu Hypermarkets in UAE and spotted an opportunity to launch a new range of frozen plant-based meat alternatives and approached Be Smart to work on the project.
The Solution
As Planet Y is a completely new food brand, Be Smart worked strategically with them in brand discovery sessions with key people to uncover the new product’s value proposition, key messaging and tone of voice, as well as digging deep on their ideal customer and creating customer avatars. It was important to work at this deep level in order to create the brand identity, messaging and tone of voice that would really appeal to their potential buyers. Once their brand in words was established, Be Smart created the logo, packaging, brand guidelines and website.
The Result
When Planet Y sent the artwork to their food manufacturer, their response was that ‘it was the best range of packaging they had ever seen’.
The client informed us that in 9 months they had retailed 32,250 units and are forecasting 80,000 units from a standing start.
From the very outset Philippa and the team at Be Smart understood exactly what was required in branding an FMCG Grocery range for launch – where we are effectively based overseas, the amount of research in gaining a handle on our market place undertaken left us in no doubt that the right partner had been selected – throughout our journey and right up until the point of delivering the finished article the team demonstrated a great degree of patience and diligence in ensuring we achieved perfection.
Our confidence in, and our appreciation of their service is further underlined by the fact that we revisited BeSmart for the design and launch of a second range a year down the line, further supported by their designing a supporting website for the same.
In truth we could’ve selected a big name, big city designer – but are extremely happy that we chose Be Smart.
Nadeem Hashmi
Procurement Manager – Grocery
Y International
