Three Little Pigs’ first rebrand in over 25 years
Branding, Package Design, Positioning
Purveyors and manufacturers of French-style pâté and charcuterie since 1975, by 2019 the brand was facing a few distinct challenges: changing tastes had made awareness of pâté (their core product line) low among younger consumers, and without a strong brand foundation there was little cohesion across new product lines.
The Challenge:
While the popularity of charcuterie is soaring, there is low education among Americans for French charcuterie and low trial and little shelf-appeal for pâtés by the younger demographic driving charcuterie purchases.
As you can see at the right, as we expanded our offerings outside our core to new formats and new snacking items, there was little cohesion in our design. Maintaining speed to market is crucial, but without a roadmap the brand message was becoming lost.
In addition, their core products are seen as inaccessible and “old fashioned” and our packaging was doing little to refute that, or to educate new consumers about how to use and enjoy our niche products. Finally, as our company expanded our reach across the US via increased distribution, new product lines, and increased direct orders, we lacked a unified brand identity to communicate our core values to new consumers thereby weakening efforts to drive awareness.
Solution: define and communicate our brand promise through updated branding and packaging.
We made the decision to formally change our brand name from the French to the English (Three Little Pigs), modernize our logo, and develop a fun and colorful redesign in order to make pâté more accessible and speak to a new audience. From there, we expanded this messaging and branding across 8 major product lines (comprising of over 100 SKUs), a new e-commerce driven website overhaul, and marketing collateral.
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Define the brand promise and positioning
It’s not enough to just say your products are high-quality.
Over the course of multiple workshops with our creative agency MoxieSozo, we collaborated on our core brand promise: to celebrate joie de vivre through casual, well-made charcuterie that is as fun and easy to enjoy as it is delicious!
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Brand evolution
How do you communicate joie de vivre if no one can pronounce your brand name?
We made the decision to change our brand name from Les Trois Petits Cochons (pronounced “lay TWAH puh-TEET co-CHONES”) to Three Little Pigs - it’s what everyone called us, anyway!
We also modernized our look by giving the piggies some more character via a primary and secondary logo.
Finally, we established typefaces, bold color palettes, and packaging templates.
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Brilliant execution
We overhauled the design and packaging of over 100 SKUs, working with our creative teams, procurement, packaging suppliers, and R&D.
During the process, we deployed consumer surveys about charcuterie purchase behavior, sentiment, and feedback on our designs.
The branding was then extended through the following:
1) Completely refreshed website
2) Marketing collateral & corporate material
3) Trade show display
4) D2C mailer boxes + packaging
