The Wooden Spoon

Creation of a sub-brand identity system, brand personality, brand narrative and shopper experience design for a local brand. In a largely unbranded category, Lee’s fresh food to go range was full of quality ingredients and unique methods that made them far better than customers were aware.

A challenging brief in that the store operated under the Centra brand guidelines so we had to respect that style. A mix of engaging language, bright colours, textures and characterful holding devices were used to create a bespoke Wooden Spoon brand experience within the mother brand’s style. The communications we developed told stories of the best ingredients, recipes and how each product is handmade instore.

This branding system was brought to life across packaging, high level communication instore through feature walls and fridge units. We also created a suite of point of sale to enable story-telling about the quality ingredients used in their recipes.

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