Honest to goodness food

Services •

Brand strategy
Messaging
Visual Identity
Packaging design

Well & Truly Artisan Pantry

This humble kiwi business came to us with a gourmet product and a strong moral compass. They had a vision to produce a range of wholesome food and build a brand that would stay true to traditional family values.

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Clarify the vision •

Brand strategy
Positioning

It became clear that honesty, people, and quality were at the heart of this operation. Rather than attempting to be fancy or clever, we saw a gap in the market for a brand that was real, a brand that says it like it is. This meant we didn’t need to compete with the dietery fads and promises of competititors. Instead, we positioned the product as simply good, honest food.

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Bring it to life •

Visual Identity
Story & messaging

With a strong stragetic foundation, we then went through a naming development process. The chosen brand name ‘Well & Truly’ fits with both the product and the business purpose. The supporting tagline commincates the essence of the brand - goodness. And the slogan, ‘Simple made special’, sums up the value proposition in a short and memorable phrase.

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Brand activation •

Brand strategy
Positioning

Based on the caregiver archetype, the brand aesthetic was designed to create a sense of nostalgia and a feeling of comfort. The look and feel is reminicent of the good ‘ol days. When life was simple, food was hearty, and people were connected.

The thoughtful use of colour allows the product range to be split into two clear categories. The breakfast granola, (which has always been the brand’s hero), stands out in bold blue. In contrast, the pantry range uses a softer cream. Together they create a cohesive family of products.

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"Thanks so much for all your hard work. I am really pleased we went the distance with you! We are super proud of how it's all come together, the sales are slowly increasing and I'm sure it's down to the awesome design that you have created for us."

Sue & Matt Loder, Artisan Owners