PRELUDE: COURAGE & CONVICTION

PRELUDE: COURAGE & CONVICTION

INSIGHT

A WIN-WIN FOR CLIENT AND COLLECTOR

Whisky lovers worldwide pride themselves on their access and experience with unique and heralded spirits. Yet distilling and racking barrels of whisky and patiently waiting years for the liquid to mature is a long (and expensive) journey. To seed engagement with Virginia Distillery Company’s flagship Courage & Conviction American Single Malt whisky while it rests and matures, the independent, family-owned distillery wanted to give fans a taste of what’s to come.

BACKGROUND

A GLIMPSE OF WHAT’S TO COME

Amidst early fanfare, Virginia Distillery Company decided to bottle a limited number of cases as a pre-release showcase of Courage & Conviction. Collectors and experience seekers have first access and the opportunity to try an early edition prior to the full release, aging an additional season before its scheduled launch in Spring 2020. As a business strategy, the pre-release would build awareness and excitement with the whisky community ahead of their long-awaited national Flagship release. With the brand name, identity and bespoke glass bottle and packaging design completed for the flagship, the challenge for Trinity was to connect to the flagship, reflect the exquisite liquid inside, support the premium price-point, and stand tall among other limited-edition world-class spirits. All of this would need to be done without minimizing the specialness of what’s to come.

SOLUTION

BUILDING EXCITEMENT AND ENGAGEMENT

We began by exploring a range of brand architecture solutions for the Virginia Distillery Company portfolio that would work for the existing lineup and anticipate future product innovations. The expressive scripted Prelude brandmark alludes to the crafted, personal nature of the family-owned distillery, the limited nature of the offering, and the strong connection to the founder. The bespoke bottle is an industry standout, borrowing from the Single Malt traditions, a disruption from the shorter bottles typically used for typical American Whiskey – with its thick base and tall, proud shoulders. The bottle silhouette connects the two flagship editions and distinguishes them from Virginia Distillery Company’s existing cask finished portfolio, the Virginia- Highland Whisky series. The long vertical label is distinctive for the category, and metallic copper detailing nods to the distillery and the brand’s signature imported copper-pot stills. For a Prelude to Courage & Conviction truly worthy of its flagship.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
The Happy Pear

The Happy Pear

RESULTS

INSIGHT

 

Consumers are looking to lead healthier, happier lives and connect with others who have a genuine passion for what they do and why they do it. The magic behind The Happy Pear was more than its amazing products, it was its founders – charismatic Irish identical twin brothers with an irresistible passion for healthy eating and living, and a vision for making that available for the masses. But they could only be in so many places at a time.

BACKGROUND

A LIFE BEYOND

As The Happy Pear grew in popularity and faced explosive growth into new channels, the brand needed to scale without losing its magic. We knew the magic of the brothers would have to come through in all the consumer touchpoints where they just couldn’t be. Trinity set out to bring that vibrant personality and philosophy of the brothers, and the experience of their seaside village market, to new audiences throughout Ireland and beyond.

SOLUTION

SETTING THE STAGE FOR GROWTH

The new brand strategy of Make Life Better defines the brand ethos and drove a 360-degree approach including identity, packaging, website, social media, programming and market activation materials, all infused with the twins’ charm and energy, but now in a more sophisticated, natural and personal expression. Playful avatars represent the actual brothers in the identity and their voice comes through in naming and romance copy – ensuring that consumers who never get to meet the twins in person understand what makes this brand tick. And…putting in place a powerful and scalable system that can grow with them.

photography by Alan Rowlette

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
QUANTUM HEALTH

QUANTUM HEALTH

RESULTS

INSIGHT

CONSUMER TRUST IS FUNDAMENTAL

Consumers were losing trust in natural supplements brands. A combination of rapid expansion and loose regulations had created a category filled with small names bought up by big, faceless corporations and with fly-by-night players who didn’t always adhere to labeling requirements. And the media had been reporting on the unreliability of claims being made by many in the category.

BACKGROUND

POSITIONING FOR SIGNIFICANT GROWTH

Quantum Health, a family-owned natural supplements company founded in 1981 has a robust product portfolio with distribution in more than 35,000 stores. While its product range was strategically positioned to take advantage of the growing wellness trend, the Quantum brand had not evolved over time. It lacked both the differentiation and the necessary natural cues to compete effectively on shelf or connect with the rapidly expanding base of light-green consumers. Quantum would need to define and bring to life a compelling brand strategy that would instill confidence in consumers about its authenticity, quality and effectiveness as it fit into their wellness-focused lifestyles.

SOLUTION

BREAK THROUGH IN HEART, MIND & SHELF

Because Quantum is a long-standing and proudly independent family-owned company with no intention of getting acquired, Trinity focused on making that independence the foundation for how Quantum is a more compelling choice than the fly-by-night or big corporate brands. We developed the brand promise of “Doing Right,” to reflect Quantum’s principled approach to doing business and to communicate the key consumer benefit of personal empowerment to do right for one’s self. This message of trustworthiness and empowerment comes through in a design system with an easy-to-shop and understand communication hierarchy, helping consumers navigate the chaotic and often intimidating category. The new identity and packaging deliver a distinctive sophistication that places Quantum firmly within the natural space while at the same time conveying its efficacy. The premium aesthetic and hand-painted leaves speak the visual language of a modern, personal lifestyle brand with a very human touch. The now cohesive and distinctive packaging is easily findable across segments and fits seamlessly into consumers’ more wellness-focused lives.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
MISTA

MISTA

RESULTS

INSIGHT

TRANSFORMATION REQUIRES SYNERGY

The food industry is going through a period of disruption. The siloed industrial system that has sustained society for the past century doesn’t reflect today’s interdependent food system, and is no longer providing the abundance, access or nutrition necessary to sustain a healthy global population or environment. Meanwhile, an innovation gap exists between (A) large companies with significant resources and know-how – who aren’t nimble enough to identify nor exploit new ideas – and (B) smaller, more nimble companies that are able to bring disruptive ideas to market – but struggle to scale. Achieving real transformation in today’s food system will require the synergistic access, collaboration and cross-pollination of a broad, integrated ecosystem community.

BACKGROUND

A NEW INNOVATION ECOSYSTEM MODEL FOR TODAY’S FOOD SYSTEM

MISTA is a San Francisco-based innovation platform run by seasoned food industry and innovation experts. With its hyper-connected ecosystem composed of founding (larger corporate) and startup members, a multitude of service, product and funding partners, and community, government and organizational affiliates, MISTA had set in motion a unique vision and model perfectly designed to empower its members to innovate brilliantly and fearlessly. With an infrastructure and ecosystem unlike anything else out there – the MISTA team needed to clearly articulate its vision, value proposition, promise and benefits, and deliver it in messaging targeted to different audiences and in broadly different contexts.  As an active partner agency within the ecosystem, Trinity was engaged to develop a strategic brand platform for MISTA and express that platform through messaging and the design and copywriting of communications and collateral.

SOLUTION

TAKE STOCK, DEFINE, PRIORITIZE & ARTICULATE

To clearly define MISTA for its key audiences, it was necessary first to start at the beginning. Trinity helped the MISTA team to articulate its vision, the foundation upon which we then developed MISTA’s unique value proposition and brand promise. With innumerable benefits and reasons to believe available to the brand, we helped the team take stock and identify the most compelling and important ones that would serve as the brand’s messaging pillars. From there we drafted key messaging for each of MISTA’s member audiences and created a prospectus and other communications pieces. Our partnership provided MISTA with the tools it needed to explain to the world and its members exactly what makes MISTA unique, significant and absolutely essential for transforming the food system to meet the needs of the future.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
BERKELEY PATIENTS GROUP

BERKELEY PATIENTS GROUP

INSIGHT

THE MAINSTREAMING OF CANNABIS

The legalization of recreational cannabis in California has driven major shifts in the dispensary category, with marked change in consumer behavior and the competitive landscape. The overall number of dispensary customers is growing, and the balance of consumption is rapidly shifting from medical to a recreational majority. Plus, new dispensaries and delivery services are saturating the market, offering a broad range of retail experiences.

BACKGROUND

AN ICONIC INSTITUTION IN A CHANGING WORLD

BPG is the nation’s oldest medical dispensary and an iconic figure in patient advocacy and the fight for safe, legal cannabis. In a post-legalized consumer world, BPG’s significant contribution to the industry, its expertise and its culture of advocacy were in danger of losing relevance. About to celebrate their 20th anniversary, BPG had the opportunity to make a big impression, and would need to clearly articulate what makes this incredibly rich brand compelling to the ever-broadening marketplace.

SOLUTION

FOR GOOD

Trinity developed a brand strategy centered on the promise of For Good. As a purpose-driven brand in business for the long run and for the benefit of others, this strategic brand foundation captured BPG’s essence in a way that matters to medical and recreational consumers alike and provides a platform for powerful and cohesive brand expression. From this platform, Trinity helped develop their 20th Anniversary community campaign “$1 Million For Good” and designed a friendly and eye catching visual campaign made up of illustrated icons and milestones that represent BPG and its contributions, laying claim to the brand’s significant role in the cannabis and Berkeley communities.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
ITZ SPRITZ

ITZ SPRITZ

RESULTS

INSIGHT

WHAT WOMEN WANT

With widespread innovation in the ready to drink (RTD) beverage alcohol space, companies behind the new products were still leaning on practices and insights developed in beer and spirits categories which focused primarily on male drinker’s needs, wants and behaviors. Yet, today’s female is the primary purchaser of alcoholic beverages consumed at home and THE gender representing growth in alcohol consumption. No one was giving her a product she actually wanted or a brand that reflected her values and personality. At a time when consumers want premium experiences and seek out natural flavors and ingredients as part of a wellness-focused lifestyle – current ready-to-drink options were still high in sugar, made with artificial ingredients, and had uninspiring flavor profiles.

BACKGROUND

THE RIGHT PRODUCT, NOW FOR THE RIGHT BRAND

After working for years in the adult beverage business and not finding a product they actually wanted to drink, two women founded Vivify Beverages and set off to develop a sophisticated, high quality, portable flavored alcoholic beverage that would be lighter, more interesting, and appropriate for a wide range of occasions. After extensive research, trial and tastings, they landed on a delicious and bubbly all-natural, gluten free cocktail-inspired spritzer made with only 5 ingredients. They had the perfect product, now they needed a brand to bring it to life.

SOLUTION

THE PERFECT FASHION ACCESSORY

The creative strategy, “Savor Simplicity,” was developed to reinforce and celebrate the idea that beauty can be found in the simplest of forms and can deliver a superior experience. In collaboration with the founders, we developed the name “Itz Spritz” to express that simplicity in a playful, easy to say and totally memorable way, while laying claim to the fact that it’s a spritzer – and not just another hard seltzer!

To express a premium quality brand unapologetically targeting women, we wanted to create a visual identity that felt like an accessory – an extension of her lifestyle and personality. We took inspiration from textiles and couture fashion brands – using patterns and graphic illustrations to disrupt the category by delivering flavor and refreshment cues in new and unique ways. We chose a rich, deep navy for the distinctive brand mark that feels more like a logo seen on 5th avenue, than an alcoholic beverage in a can, while the elevated product presentation is balanced by a fun, yummy palette of colors and textures. Photography highlights the sparkling, clean, crisp liquid. The full effect is a distinctive brand like nothing else on the market, ripe to define the high end of a now explosive category.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
PATHWATER

PATHWATER

RESULTS

INSIGHT

A CATEGORY IN NEED OF DISRUPTION

In a world where lifestyle brands like Warby Parker and Harry’s Razors are disrupting traditional categories by combining values with quality, style, and a far more affordable price, the bottled water market was failing at all of the above. While water is the simplest of elements and the simplest way to do good for one’s body, a bottled water that provided a truly sublime drinking experience while being affordable, convenient and environmentally responsible just wasn’t on the market.

BACKGROUND

A BIG IDEA WITHOUT A BRAND

PathWater, a social-minded startup built around a very smart product, was on a mission to disrupt the massive and fast-growing bottled water market by bringing a practical solution to the sea of environmentally harmful plastic that saturates the category. With its unique reusable aluminum container, the company had a big product idea to help it achieve it but lacked a brand or consumer awareness.

SOLUTION

THE POWER OF SIMPLICITY

Trinity developed a “Simply Better” strategy for PathWater that rooted the brand in keeping things simple, innovating for good, and making premium accessible.

Visual and verbal expression highlight and accentuate the simply better solution that their more elegant and far more responsible (reusable, infinitely recyclable) aluminum bottle provides. We took a minimalist approach to showcase the sleek silver of the aluminum bottle and used a crisp blue color palette and waterdrop brandmark to tie together the water and aluminum elements at the brand’s core and to make it clear, despite the non-transparent packaging not typically seen in the water category, that this is a water brand. The brand’s values driven “path” is reinforced by an arrow pathway which provides the brand with a flexible extractable element that extends the visual identity and mission across its website, social media, events and all the places its consumers engage with the brand.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Lucerne Dairy Farms

Lucerne Dairy Farms

RESULTS

INSIGHT

 

If the Lucerne dairy brand could grow loyalty across its 20 categories throughout the grocery store and get half of its households to buy just one more Lucerne product, incremental revenue could reach $35 million a year. Trinity determined that an iconic and unified Masterbrand system could drive loyalty and grow incremental purchase.

BACKGROUND

JUST ONE MORE PLEASE

Lucerne is the oldest and largest Albertson Companies-owned brand with over $1.2 billion in annual sales and over 475 SKUs. But growth had stalled, and most households were only purchasing the brand in a single category. Consumers were not recognizing – or considering – the recessive and incohesive brand from one aisle to the next.

SOLUTION

CREATING AN ICONIC MASTERBRAND

A new strategy (Celebrating Life’s Simple Pleasures), a new name (Lucerne Dairy Farms), and an idyllic, iconic and memorable identity that captures the romance of the 115-year-old brand’s Northern California dairy farm roots gives the brand an authentic sense of place and an enduring innocent charm. The design system creates a powerful brand block that draws shoppers’ eyes from a distance, creates bigness on shelf and is instantly recognizable from aisle to aisle. System tools provide a flexible format for products to compete within categories while delivering a unified and meaningful Masterbrand presence customers notice throughout the entire store.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Torani Puremade

Torani Puremade

TORANI PUREMADE

Expanding the Portfolio – and Meaning – of a Beloved Brand

Torani, the 94-year-old family-owned company, is known for its colorful bottles of flavored syrups ubiquitous in cafes, bars and restaurants around the world.

Over the past 10 years, Torani has focused on innovating and growing in step with the changing tastes of their consumers and their café-operator and foodservice customers. Recently, in response to consumer preferences for healthier eating with fewer, cleaner ingredients in their foods, Torani asked Trinity to help define the company’s portfolio architecture and develop an identity and packaging for the newest member of their portfolio, Torani Puremade, a line of Torani products with a simpler ingredient deck.

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INSIGHTS

Differentiation without Cannibalization

As we evaluated the Torani portfolio, we saw the risk of confusion or cannibalization that could occur without a clear role and story for each product line. We would need to define the unique reason for being for each, creating enough distance between Puremade and the brand’s original line to keep customers and consumers from conflating the two.

While long-time consumers of Torani’s original line are driven primarily by their love for flavor and flavor assortment, target Puremade consumers’ interest in simpler foods meant that their quest for flavor was always accompanied by a desire to avoid artificial and complicated-seeming ingredients. But it was not a matter of looking for a lesser version of what they really love.  We identified that when it comes to “simple” product offerings, consumers are looking not for what isn’t there, but for the desire to have it all, without compromise. The new Puremade sub-brand positioning and design would need to deliver meaning and value far beyond what the products are missing.

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STRATEGY

Do More with Less

We dug deep into consumer and customer motivations for choosing both of the two product lines to articulate a unique and relevant product positioning for each.

For Torani’s original line, we articulated a positioning around being The One True Original. It captures the Torani brand’s storied heritage as the first flavored syrup in the U.S. and emphasizes the constant flow of new and original flavors and product innovations the original line continues to deliver, to meet their flavor-loving consumers’ desire for creative flavor exploration.

For the new Torani Puremade line, we defined a positioning around delivering amazing flavor that has everything you want and nothing you don’t – to satisfy the consumers’ love for amazing flavor without compromise. To bring this idea to life in packaging, Trinity would need to ensure that packaging conveyed all that makes the Torani brand and its passion for flavor so special, while clearly signaling that this is a simpler, cleaner ingredient deck.

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CREATIVE

Everything You Want, Nothing You Don’t

The new package design is unapologetically Torani. Not stripped down like many of the other “simple” products on the market, packaging was crafted to convey everything that is good about the product inside – incredible flavor with nothing artificial. The new design system takes strong ownership of Torani’s equity red by turning the neck capsule color red and by using a red band to house the brandmark and create a powerful shelf block. The Torani brand’s timelessness comes through in the package’s warm tones and elegant touches (thoughtful use of gold, heritage stamp). The deliciousness of the product inside is conveyed through prominent and artfully crafted flavor illustrations. Initially launching with 8 flavors, the illustration system is easily extendable to accommodate any number of future possibilities.

At the same time, the lockup of “PUREMADE” with Torani ensures clarity that this is a unique sub-brand with its own role to play. Two simple, but powerful, “NO” statements underneath the illustration provide the information necessary to immediately understand just what makes this Puremade line different. It was important that café operators found the new product easy to understand and to find in a busy environment with multiple flavors sitting together on a countertop, so we brought the flavor name and illustration to the top of the label.

The end result? Torani customers and consumers can easily find the Torani that is simply perfect for them. And a Torani Puremade packaging system and design that clearly telegraph’s the promise to deliver absolutely everything they want and nothing they don’t.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
TERRA

TERRA

TERRA

Building a Platform for Acceleration

TERRA is a global innovation accelerator that pairs experts, decision-makers and innovators from industry-leading food and agri-business companies with established start-ups to capture and foster synergies that turn breakthroughs into scalable solutions. Founded in 2017 as a partnership between global firms Rabobank (the leading financial service provider in the food and agribusiness industry) and RocketSpace (the world’s pre-eminent technology accelerator) and entering its 3rd cohort term, TERRA needed to better articulate its vision and its unique brand positioning within the crowded food industry accelerator space. They turned to Trinity Brand Group to help develop a brand strategy and messaging that would clarify for its key audiences exactly what makes TERRA unique, compelling and extraordinary.

 

 

Web

INSIGHT

The Value Created

Trinity saw that TERRA had a complicated story to tell, and multiple audiences to tell it to. They would need help prioritizing and clearly articulating the most important pieces of that story in a way that would have the most impact. We identified that much of the current marketing communications were explanation-focused rather than benefit-focused, and that to truly be compelling to both the corporate and the start-up audiences they would need to make the tangible value that TERRA creates a much stronger part of messaging.

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STRATEGY

Fueling Groundbreaking Transformation

First, we needed all partners to align on TERRA’s vision. With Rabobank’s mission of “Growing a better world together” and RocketSpace’s “Helping the world’s top innovators bring the future to market,” the right brand vision for TERRA would articulate the potential of what those two entities could accomplish together. We knew that broad platitudes about saving the world would not motivate and drive real, effective programming. Trinity worked with the TERRA, RocketSpace and Rabobank teams to define TERRA’s reason for being—TERRA exists to advance the well-being of our people and planet by fueling groundbreaking transformation in the Food & Agriculture industry. This ambitious but very results-driven vision set a high bar for success and set clear standards for corporate and start-up partner recruitment.

We defined the right audiences, the big idea that makes TERRA unique and compelling, the brand’s core values, and the benefits that would matter most to their audiences. This rigorous strategic platform provides a strong foundation for focused decision-making and all brand communications.

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OUTCOME

Clarity, Strategy, and Tools

With the strategic brand platform in place, we created focused and benefits-oriented key messaging tailored to each of TERRA’s key audiences. We developed an elevator speech and answers to fundamental questions such as “What is TERRA?” and “How does it work?”. The brand’s vision, positioning, values and messaging are encapsulated in a Brand Book used by all stewards of the TERRA brand as a resource for how to understand and talk about the brand in a consistent and impactful way. Much of the messaging work can be found today on the TERRA website and in their program collateral, helping their audiences navigate and understand why TERRA is right for them.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]