HIPPEAS

Setting the strategy for snackisfaction

Client

HIPPEAS

Project

HIPPEAS Brand Strategy

Services

Brand Strategy, Verbal Identity

Sector

Consumer Goods

Setting the strategy for snackisfaction

The Brief

Rebuild the brand strategy from the ground up, leveraging the best of what HIPPEAS has, while identifying and filling in the brand gaps. Any new strategy must create a platform able to support significant product innovation and growth into new markets.

Background

Following a $50m investment from The Craftory, and some new high-level hires, HIPPEAS enlisted our help to reshape and broaden their brand strategy. What began life as a smart idea for a single product brand, now needed to mature into a larger and more robust platform for growth and innovation.

The Solution

A full brand code audit allowed us to create a richer Big Idea that becomes the strategic springboard for any future portfolio extensions. New language, a new verbal identity, values and guiding principles ready to feed into upcoming campaign work. This new strategy aligns directly to HIPPEAS core Health & Sustainability claims, expands on the heart of the brand and stays flexible enough to evolve in an ever changing category.

Setting the strategy for snackisfaction

The Brief

Rebuild the brand strategy from the ground up, leveraging the best of what HIPPEAS has, while identifying and filling in the brand gaps. Any new strategy must create a platform able to support significant product innovation and growth into new markets.

Background

Following a $50m investment from The Craftory, and some new high-level hires, HIPPEAS enlisted our help to reshape and broaden their brand strategy. What began life as a smart idea for a single product brand, now needed to mature into a larger and more robust platform for growth and innovation.

The Brief

Rebuild the brand strategy from the ground up, leveraging the best of what HIPPEAS has, while identifying and filling in the brand gaps. Any new strategy must create a platform able to support significant product innovation and growth into new markets.

The Solution

A full brand code audit allowed us to create a richer Big Idea that becomes the strategic springboard for any future portfolio extensions. New language, a new verbal identity, values and guiding principles ready to feed into upcoming campaign work. This new strategy aligns directly to HIPPEAS core Health & Sustainability claims, expands on the heart of the brand and stays flexible enough to evolve in an ever changing category.

Eliminate Snackrifice – HIPPEAS

It's no snackrifice, just a simple word

At the heart of the strategic reset is an idea that attacks the category dichotomy and broadens the thinking for portfolio extension. It answers the needs of the consumers (who want all the taste AND all of the health) plus it’s a true expression of what the company is doing. As an internal GPS for product innovation and marketing, the idea is simple and direct enough to be easily applicable but that doesn’t mean it can’t be fun. Distinctive, on brand, language helps to make the internal idea all the more memorable and all the more likely to be used consistently as a guiding principle.
Maximise Snackisfaction – HIPPEAS
“The HIPPEAS Big Idea is a great example of taking the grain of something cool then expanding it to work for a much bigger brand future. It plays with language in a way that’s distinctive and direct but, crucially, it paves the way for growth by attacking the category dichotomy. Better created a platform that struck a delicate balance between retro nostalgia and relevancy; between the spirit of ‘67 and the reality of ‘23. There is real value added by defining where that line should be drawn.”

JP Thurlow

Craft Partner, The Craftory

video

Shiny HIPPEA people holding hands

The HIPPEAS archetype blend is a catalyst that believes nature is the ultimate source of nutrition, this archetype creates the conditions, beliefs and structures for sustainable healthier choices. From packaging to promo, HIPPEAS are a bright ray of hope, radiating peas, love and purity in everything they do. This archetype blend forms the starting point for the exploration of voice pillars.

Shaking up the system with a smile

Voice pillars create a bridge between archetype and voice. Part graphic equaliser and part guiderails for the HIPPEAS tone, they are a useful tool to assess messaging in the future. In this case we lead with warm, down to earth positivity, backed up by gentle entertaining humour and just a splash of provocation. Snacking is fun and so is HIPPEAS, but they’re not afraid to speak their mind and shake up the system. Positive stimulation, entertaining activism and a celebration of the humble chickpea sees HIPPEAS draw on sensory pleasures to help convey their messages.
The Joyful Snacktivist – HIPPEAS

The Joyful Snacktivist

A playfully energising voice that lives as far from formal as it can get. Tuned into good humoured positive vibes and floating in a haze of hippy slang. It never goes as far as Shaggy from Scooby Doo by dropping, y’know— like, interruptions— into, like, sentences, man. But we’re definitely down for the occasional retro hippy reference.

The HIPPEAS voice doesn’t take life too seriously. It’s enthusiastic. It’s spontaneous. It will probably make you smile but it’s definitely here to offer an alternative view.

Snacking will always be fun but filling up on junk? Not so much. HIPPEAS bring peas, love and a snacking nirvana. A place where nutrition and flavour live in harmony. Not just any flavours either. These are far-out flavour trips with full-on snackisfaction. From cheesy puns to bold yellow packs, everything we do is designed to make your day a little brighter. Even our packaging smiles at you.
Brand language and statements – HIPPEAS
"Their foundational work helped set the stage for the HIPPEAS 2023 campaign platform, codifying our ownables and equities, our values and manifesto, and a storytelling framework for consumer communications."

Julia Hecht

Chief Marketing Officer, HIPPEAS