Although Figgin’ Fruit’s product innovation was well-received by buyers and consumer research, the brand was experiencing unfavorable initial sales and market acceptance. To better communicate the product offering and meet consumer expectations, Figgin’ Fruit enlisted Bright’s help to revamp the brand expression. Bright repositioned Figgin’ Fruit as a solution to breakfast bar fatigue to give the brand a clear point of differentiation.
Figgin’ Fruit’s brand statement of identity was clarified to “Soft Baked Real Fig Poppables” and all brand language focused around the brand idea of “Figgin’ Fun.” The playful and flavorful brand expression communicates “healthy” to millennial moms, but “fun” to their children. All language focused on brand awareness around the trending fig health halo.
Brand Vision | Identity Refresh | Packaging | Brand Story | Artist Collaboration | Custom Scents | Digital Campaign | Social Campaign