Beardwood&Co., a NYC-based branding agency, is proud to announce its collaboration with Al Fresco All Natural, the beloved name in quality chicken sausages, to launch a dynamic new brand world. This initiative is set to redefine the chicken sausage aisle and beyond, infusing it with vibrant energy and a personal touch.
Many consumers view chicken sausage brands as interchangeable. Al Fresco All Natural sought to break free from this perception and reflect its expanding portfolio’s superior quality, authentic fresh flavor, and versatility. The challenge was to create a brand voice and identity that amplified Al Fresco’s uplifting essence, set it apart from competitors, and fostered a personal connection with its audience.
Research has identified an audience of “Healthy-ish Hackers,” those who seek effortless ways to enhance their culinary endeavors without compromising on authentic, fresh flavors. These are a community of at-home cooks who enjoy the process of cooking and sharing food and seek inspiration and ways to elevate their everyday meals.
“To address these insights, we. introduced the “Balanced Bestie,” Al Fresco’s new brand persona designed to guide and inspire. This persona embodies support and creativity, offering a personal touch that fosters deeper connections across the brand’s world,” said Ryan Lynch, Co-CEO at Beardwood&Co. The creative concept draws from a recipe card aesthetic, blending familiarity with contemporary flair, as though the Bestie sketched it themselves.
Al Fresco’s refreshed visual system features a vibrant color palette that pops on shelves and highlights the freshness of the ingredients. Graphic accents and icons reinforce the persona across all touchpoints, creating a distinctive and recognizable visual language. Mouthwatering food photography places viewers alongside the Bestie, from meal prep with friends to the satisfying final dish. The new tagline, “For Today’s Ta-Da!,” captures the essence of Al Fresco’s transformation, celebrating the everyday culinary triumphs that bring joy and satisfaction.
The new brand world and packaging, developed in partnership with the Al Fresco All Natural team, will debut in retail outlets this summer, perfectly timed for backyard grilling season. Explore the new brand look and feel at www.alfrescoallnatural.com, with web development by Digital Impulse in Watertown, MA.
“Retailers have been extremely positive about the new brand world and packaging. We’re grateful to Beardwood&Co. for their flexibility and collaboration. They were true thought partners who guided and pushed us on this big initiative,” said Frederica Turner, Vice President of Marketing at Kayem Foods.
Al Fresco’s innovative rebranding is set to elevate the brand in the competitive marketplace, driving recognition and customer engagement.
Source: Beardwood&Co.
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