Stills Carving Out A Niche In Organic Food
By admin
Issued on behalf of Stills
Cardiff-based brand communications agency Stills has added to its growing portfolio of work in the food and drink industry by successfully developing a premium butter label for the organic Welsh farmers’ co-operative, Calon Wen.
The project is the latest foray into the food and drink sector where it has established an extensive track record.
In recent months Stills has created bottle labels for Newport-based Clark’s Foods’ organic fruit drinks, brand identity and packaging for organic meat producers Cambrian Organics, designed a website for Brains brewery and several beer identities for brewers Evan Evans. It has also developed a brand visual identity and innovative school milk eco-pouches for North Wales dairy Tomlinson’s.
Stills put their success down to their thorough approach when developing brands. James Horsham, Stills marketing director, said, “Whenever we begin a branding project we are always very focused on the consumer. We work hard to ensure that whatever we develop engages in such a way that creates desire.
“This is not always an easy task and quite often requires a significant amount of primary and secondary research. You need to understand how consumers buy, what they think and feel about your product and competitors’ products, how to interpret your findings and translate into compelling creative that provokes desire.
“We often mock-up samples of the new product and test with consumers in real life situations such as placing samples of it on a shelf alongside competitor products and asking consumers to choose the one they prefer. We then ask why and explore their decision making rationale. This allows us to gain real insight into what consumers think about the proposed new brand and why they have or have not chosen it. This information allows us to evolve, refine and develop the product to such a stage that we know it is going to sell.”
Stills is currently talking to other food and drinks companies and is excited about the new opportunities that lie ahead.
