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With a fragmented portfolio of products spanning rapidly expanding categories, and a need for guidance on innovation guardrails, Blue Diamond needed to take a step back and codify their portfolio architecture before updating their in-market products and developing new ones.
insight
By embracing the cooperative of more than 3,000 growers at the center of the brand, and aligning all products with the simple visual halmarks of Blue Diamond as a strong masterbrand, we could establish a standard of quality that would halo across all current and new products, developed to enable everyone to harness the power of the best almonds.
approach
After validating the new positioning and architecture with consumers, cluster principles were codified in a toolkit and guidelines. Those principles were then applied to the Almond Breeze brand, which occupied the pillar with the most immediate needs and innovation opportunity. This effort pressure tested the new visual brand language, setting up the adaptation of assets to the other brand pillars in line with the packcepts and toolkit.
impact
The year following the restage of Almond Breeze saw retail sales growth of 17% YOY, generating over $800M in annual retail sales (according to IRI MULO Data). As the remainder of the portfolio visual strategy is implemented, a more unified and recognizable brand is rippling through retailers as new products are launched ranging from almond protein powders, snack nuts, almond crackers and almond-based baking materials—all highlighting Blue Diamond and it’s co-op of growers as the source of almond greatness.