South Georgia Pecan / Maycreate

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The Challenge

When you’re building a brand from scratch you’re looking at a blank piece of paper, which can be both inspiring and a bit frightening. How do you take a commodity, like nuts, (or pecans in this case) and turn them into a popular and respected brand? For one thing, you have to think outside the shell. For another, you have to determine the specific audience you’re trying to reach and what will motivate them to act. Oh, and we should also add that we were introducing a new pecan nut butter, as well.

Our Approach

The first thing we did was check out the competition. Look at their packaging on the shelf. Read their brand story. Check out their company history. See just what they stood for as a brand. After that, we set about developing our own brand story. What was it that made us unique? What would make us stand out on the shelf? Our brand story would be the basis for everything going forward. It would be our history, our future, and the eventual success of our two new brands. In the case of a food product, it would also determine the name of the product, tagline, packaging, and marketing.

Brand Identity

The first brand we tackled was headed for the baking aisle. After creating four or five names and accompanying brand descriptions, client and agency settled on “Golden Tree.” It was a name that reflected quality and excellence, a top of the line brand. The tagline, “The Ingredient That’s Good As Gold,” reinforced that message and the logo treatment and color palette suggested natural goodness and care for the land and trees that yielded this treasured harvest.

In the case of the butter, we needed a name for the brand that carried through on the theme of a pure and distinctive taste, indicating there was nothing else like it. We presented and researched four possibilities and the favorite was “Purely Pecan.” The subsequent tagline, “There’s Nuttin’ Else Like It,” and the logo treatment, graphics and color palette supported the name, the theme, and the unique brand positioning.

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Packaging

The packaging for “Golden Tree” had a natural look, the background was textured burlap, and it’s prominent logo was bold and distinguished, while communicating the product was a premium brand. The color palette of brown and gold supported this image. The graphic of the golden tree and the brief descriptive copy on the package back reassured discriminating shoppers that this was indeed top of the line.

As to the labels that were designed for “Purely Pecans,” they too reflected the natural colors and purity of nature. The typeface that appeared in the logo was hand drawn and elegant supporting the product’s brand image and unique taste. Copy like “100% Natural” or “Pure Goodness” and the brief product description and good-natured tagline, “There’s nuttin’ else like it,” summed up the essence of Purely Pecans Pecan Butter.

Results

“Golden Tree” was introduced in Walmart stores throughout the eastern half of the United States and grew to national distribution. Initially it appeared on the “Action Aisle,” which provides great visibility and plenty of customer traffic. The product was well received and got positive reviews in nationally distributed baking magazines.

You can find “Purely Pecans” in Wal-Mart stores, as well as local grocery stores and has quite a healthy following. After all, that’s all you’ll find in every jar of “Purely Pecans” pecan butter. According to “Nutrition” Magazine, a pecan-enriched diet significantly lowered total cholesterol, like LDL and Triglycerides, while increasing good cholesterol, like HDL. With factual data like that, no doubt “Purely Pecans” pecan butter will be popular for years to come.

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