We Created, Clarified, Evolved, Revitalized
and Extended Specialty Food and Heritage Brands.
Thank you for the business!
For 27 years Arcanna delivered award-winning creative and product positioning strategies for leading consumer packaged goods brands.
Arcanna created packaging that clarified, revitalized and extended the brand's core promise. Their team was industry recognized and awarded in the use of smart, insightful and culturally authentic package design and creative services.
Founded in 1989 by Robert N. Frissora and his son, Steven C. Frissora, their team helped launch thousands of new product lines and gave existing speciality and private label product lines a competitive creative advantage against the big brands. This helped their clientele to stand out on the shelf and capture market share.
Arcanna offered design through pre-press production expertise, product illustration and photography. Their expertise in implementing NLEA regulatory updates kept packaging assets compliant with the latest FDA/USDA legislation while enhancing brand advocacy.
The Arcanna design team provided top-rung customer insight using benefit testing research to focus on consumer purchasing behaviors. This allowed them to deliver more effective brand positioning strategies that grabbed attention faster.
Salad Bowl Branding was a proprietary process used and developed by Steven C. Frissora of Arcanna to research and uncover the primary product and service benefits of ethnic, specialty and multicultural goods. The tactic helped develop more targeted marketing and creative strategies for brands. The deep-dive analysis was then used to more effectively position food and beverage products toward their respective demographic consumer.
The phrase is a twist on the "melting pot" theory, which spoke of assimilation of American culture and society. Mr. Frissora's “salad bowl theory” is a modern and more accurate revision of this thought and refers to the current cultural, ethnic, and social grouping of today’s society. Where immigrant consumers were once united under a common national allegiance, a melting pot, today’s immigrants are more culturally isolated and are more aligned to maintaining their ethnic, religious or cultural diversity.
The Sald Bowl Branding concept plays on the imagery of a mixture of vegetables tossed together. While in the same bowl, the cucumber, tomato and lettuce each remain separate and unique. Therefore, to accurately market a good or service toward today’s ethnic consumer requires an specific understanding of each group’s culture, buying trends and purchasing behaviors.
The first step is to gain an independent and deep understanding of your potential consumer's values, attitudes, desires, needs, fears, hopes, wants, etc. This insight can be gained using our preliminary internal research service and will help to determine your brand's 'fit' in the market. A research budget always helps provide a more thorough analysis to make the most educated decision. We recommend several focus group methods, which may include consumer intercepts, package eye-tracking, competitive research, taste testing, flavor and ingredients studies or other intuitive discovery processes we have found very effective.
The first step in branding is gaining an independent and deep understanding of your potential consumer's values, attitudes, desires, needs, fears, hopes, wants, etc. and then contrast that with the knowledge and experience already gained. This perspective allows us to define the brand's promise. And successful brands resonate better in the market when this message is universal. Using preliminary internal research we can help provide objectivity and combine that with our experience and knowledge in building memorable brands.
Sadly, supermarket dumpster's are filled with the ambitious pursuits of poorly funded and improperly positioned brand developers. Building a brand takes special training using proven procedures that gain market insight. It also takes a unique creativity, exacting computer skills and a deep understanding of packaging design rules, regulations, and consumer behaviors. To develop a line of 5 products, expect to spend between $15k - 25k. With custom illustrations and photography, add $10k - 15k.
Over the past 20 years we've helped launch thousands of products, from international brands, like Pepsi's Aquafina, to regional specialty brands, like Calise. The approach is very different, and so are the budgets and the amount of players involved. In all cases, the first step is to define your objectives. The second is to set a realistic budget range. A moderate budget that includes social media, in-store signage, truck signage, trade advertising can start at $180k. Expanding into television and radio is an option which can double that figure quickly. The third step is to hire an experienced brand developer who has the knowledge of what works and what doesn't work and who already knows the industry, the players and the processes.
Developing marketing and sales support vehicles that reinforce and support the brand message (ex: B2B & B2C web sites, e-newsletters, blog, brochures, displays, signage, etc.) are critical to communicating your brand's key benefits, increasing awareness and building shopper loyalty. The first step we take is to analyze the market and competitive environment and then make recommendations as to the most cost effective medium. We can develop many of these tools internally, or recommend you to our large network of trusted vendors.
As a rule, one must first determine your brands' strengths, weaknesses, opportunities and threats and then create an integrated marketing and/or branding plan to provide the greatest leverage and long-term growth. Using our extensive branding experience and consumer insight we have developed a proven benefit testing process that encourages innovation by uncovering new niches, new wants and unmet needs and offers brand packaging strategies to capitalize on them.
Today's opportunities reside in creating branding strategies that are tailored to the intricate tastes of cultural segments, not mass audiences. Ethnic and cultural markets are increasing at record rates with their purchasing power soaring right alongside that growth. These emerging markets are not only influencing the trends and tastes of their own cultural groups, but of many other groups -- as well as mainstream audiences. And for many brand loyal consumers, developing packaging that can target these trends may be the difference between success and failure.
The majority of specialty food companies do not have extensive budgets to develop a comprehensive branding campaign and rely solely upon their product's packaging to drive sales and open up new distribution channels. While today's software has enabled countless graphic designers, or printers, to 'think' they can develop effective packaging, the truth is that experience and training matter. That is the primary difference in packaging costs and the largest single factor in achieving sustainable sales results. We employ only the top creative talent that has been formally trained in packaging design and pre-press production with a minimum of 5 years experience. Further, each certified packaging designer is drilled on nutritional and labeling regulations and must have a deep understanding of structural design and printing capabilities. When so much is riding on our client's shelf presence to cut through the clutter, we go to great lengths to provide the sharpest tools.
Understanding where to sell your product depends highly upon your positioning strategy and the budget you are willing to invest versus a realistic profit and loss strategy. Selling products online, to the neighborhood mom & pop shop or bodega, or to a big box chain or supermarket, all require a different approach and methodology; not too mention a significant amount of in-store expenses, such as shelf space, couponing and advertising store flyers. Our preliminary market/industry research analysis will help determine the most cost effective venues and uncover the most appropriate positioning opportunities.
To differentiate your product from your competitors requires a thorough study of your target consumer, competitive environment, key brand benefits and positioning statement. This analysis will help us to ensure that your packaging design stance, label graphics, product naming and other core packaging/marketing elements are appropriate and relevant.
Targeting your brand's message to speak directly to your customers is critical to your success. Our initial internal benefit testing process helps to uncover your potential consumer's values, attitudes, desires, needs, fears, hopes and wants. Once completed, we then contrast the results against competitive offerings, your price point and the overall market environment. This allows us to provide a detailed report that will define your target and the best message to reach them.
Thank you for the business!
How can I find my brand's niche?
How can I find my brand's niche?
