Service: Naming

Bashas’ A to Z Pantry

Bashas’ A to Z Pantry

The Challenge

The mid-sized, Arizona-based grocery chain, Bashas’, was looking to develop their own brands throughout the center store and beyond. The chain has a long, memorable history in Arizona and wanted to build a brand that connected with their hometown grocery roots.

While seeking to satisfy their current customers with their continued value offerings they wanted to set themselves up to capture new customers who were looking for higher-quality value products.

Our challenge was to ensure that the new brand connected to the roots of Arizona and elevated their own brand to compete with national brands while still connecting with value shoppers.

The Solution

Developing a brand name for a private-label line of groceries can be a challenge since the products span a large group of categories. It was imperative that the brand name tie back to Bashas’ and/or their Arizona roots. “Bashas’ A to Z Pantry” rose to the top of our exhaustive naming exercise and immediately provided the breadth for a large set of products while connecting to their state pride. It also allowed the brand to flex into broader categories e.g. A to Z Home, A to Z Essentials, etc.

The next step, create a brand design system where the visual architecture could quickly communicate the brand to consumers and help it stand out on shelf. The bold, iconic A to Z Pantry symbol and the simple yet playful use of photography helped to achieve a unique product set across the store.

What’s more, the flexibility of the system and typography allowed for special situations where creativity is needed to compete with national brands in categories like salty snacks, cereal, and soda. While the claims statements were designed to provide consistency across product lines, helping consumers quickly identify the product’s benefits.

Then, the packaging system needed to stretch to work across a large variety of shapes and sizes, different printing processes, and different substrates. Working to ensure that it had an impact at any point in the customer shopping journey, from frozen to canned foods. The design work proved that the system could communicate on any shelf in the store.

Services

  • Naming
  • Logo Design
  • Packaging Design
  • Packaging Adaptations
  • Packaging Production
  • Product Photography

9%

Sales increased nine percent in categories where only the packaging was updated

Bashas’ A to Z Pantry
Bashas’ A to Z Pantry
Bashas’ A to Z Pantry
Bashas’ A to Z Pantry
Bashas’ A to Z Pantry
AtoZ Canned Fruit Image
A to Z Pizza image
A to Z Canned Fruit variety image

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Have A Ball

Have A Ball

The Challenge

Snack ball brand Have a Ball promised their customers a high-energy, feel-good experience from their organic fruit and nut snack, but their brand identity wasn’t bringing the message home. Have a Ball needed to create a brand identity that would differentiate and compete in the saturated fruit & nut ball market.

WIth an opportunity to create a memorable brand and improve their shelf impact, Have a Ball partnered with The GRO Agency to develop a visual identity and product packaging.

Our challenge with the Have a Ball branding was to find a perspective that uniquely illustrated the health and flavor characteristics of the Have a Ball products, while carving out an eye-catching visual identity that could be easily recognizable on the shelf.

The Solution

Through the art of personification, we helped each Have a Ball product tell the age-old adage of ‘you are what you eat’. Bestowed with lively personalities, each package showcased the Have a Ball product illustrated to perform energetic activities like jumping rope, lifting weights, tap dancing, and more.

This visual strategy immediately informed the customer what to expect after consuming the tasty, functional treat. Live product photography that highlighted the wholesome ingredients paired beautifully with bright, eye-catching colors to help consumers easily find Have a Ball on the shelf.

From there, the brand messaging propagated through a high-energy voice brimming with passion for health and wellness. The brand became a beacon for a well-balanced and nutritious diet, and allowed consumers to ‘have a ball’ while chasing a more active lifestyle.

Services

  • Naming
  • Logo Design
  • Packaging Design
  • Flavor/Size Adaptations
  • Packaging Production
  • Illustration
  • Sales Collateral
GRO helped us create a fun, memorable name and package design for our fruit & nut ball innovation. GRO is adept at building different brand strategies and visual languages for several brands in a portfolio.

Yigit Isiker
President Safe Food Corporation

Have A Ball
Have A Ball
Have A Ball
Have A Ball
Have A Ball

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Wonderlab’s Doozy Pots

Wonderlab’s Doozy Pots

The Challenge

Plant-based ice cream brand Doozy Pots aspired to satisfy your sweet tooth while reshaping food systems as a whole. While food scientist Kirsten Sutaria had a dream for her brand, she still needed to create a brand identity, visual identity, and messaging strategy for her plant based gelato brand.

With the opportunity to introduce a new challenger into the vegan gelato space, Doozy Pots tapped The GRO Agency to develop an inspiring brand identity and product packaging.

Our challenge with the Doozy Pots branding and product packaging was to effectively capture and communicate all the magical alchemy of food science, while appealing to the right consumers who would resonate with the brand message.

The Solution

For an upstart brand in a highly competitive space, carving out a well-defined niche is of the utmost importance. For this female-owned, plant-based ice cream company that brought low-allergen indulgence, regenerative farming, and the magical alchemy of food science, we found the right amount of inspiration within the founder’s story herself.

First, we created a visual identity that illuminated the story behind Doozy Pots, a creative female founder with the goal of reshaping food systems with low allergen, socially responsible, plant-based ice cream. The goal with the illustrations was to catch attention and tell the whole story of the Doozy Pots company right at first glance in the frozen aisle.

Then, the messaging strategy promised an indulgent experience of taste and nourishing ingredients, unlike others in the frozen dessert sector. Not only could Doozy Pots customers satisfy their cravings, but they could do so completely guilt-free with regards to their own health and their support of sustainability through regenerative farming.

Services

  • Brand Strategy
  • Naming
  • Logo Design
  • Packaging Design
  • Flavor/Size Adaptations
  • Packaging Production
  • Illustration
  • Website
In the past 2 years of working with the team at the GRO Agency they have become an extension of our team, transforming our vision into a brand. GRO brought Doozy Pots to life, creating a category disrupting on-shelf presence for our plant-based gelatos and developing a much loved brand identity. They’re responsive, creative, and seriously talented. Everyone at the GRO agency is a pleasure to work with and we’re proud to have them as part of the extended Doozy Pots family.

Kirsten Sutaria
Founder Wonderlab’s Doozy Pots

Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots
Wonderlab’s Doozy Pots

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Éléments by Robertet

Éléments by Robertet

The Challenge

Naturals brand Robertet had been a prominent leader in the industry since 1850, with three central business divisions: fragrance, flavor, and active ingredients. While effective on their own, these three departments worked in silos and therefore lacked the ability to effectively cross-communicate and cross-sell.

With an opportunity to provide more value for their established and future clients , Robertet brought on The GRO Agency to create a brand identity that unified their distinct offerings.

Our challenge with the Robertet rebrand was to produce a design-forward brand strategy that encompassed all aspects of Robertet’s business, and could unify the brand story to unite the teams and customers.

The Solution

To describe and unify complex themes, sometimes simple is better. Under the newly-created sub-brand, Elements by Robertet, the company could position itself specifically for the natural market. With the goal of unifying the flavor, active ingredient, and fragrance offerings, and to highlight their 200 year history of natural and environmentally responsible practices, a new brand identity, messaging strategy, and trade show experience were introduced to appeal to new and established clients.

Through the interplay of a simple, minimal logo mark and stunning nature photography, we were able to create an immersive experience marrying the pillars of the brand with an emotional appeal that is authentic to Robertet’s mission and history. A minimal palette, simple typography, and resonant messaging help bring this experience to life.

Services

  • Brand Strategy
  • Naming
  • Logo Design
  • Sales Collateral
  • Environmental Design
Hire Gro! They’re incredibly creative, strategic, responsive, and frankly, a lot of fun to work with. I hired Gro to help develop a visual identity and communication strategy for a sub-brand of Robertet. From the initial insight and brand discovery work they did through final execution, the work was excellent and really well-received internally and externally.

Seth Pasternack
Senior Director of Marketing
Robertet US

Éléments by Robertet
Éléments by Robertet
Éléments by Robertet
Éléments by Robertet
Éléments by Robertet
Éléments by Robertet
Éléments by Robertet

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Clear Theory

Clear Theory

The Challenge

Water booster brand Clear Theory needed to position their products in a way that could compete with existing market leaders in the water-enhancing category. With the market dominated by big brands that promised enhancing athletic performance, Clear Theory wanted to forge its own path.

With an opportunity to target a gap in the market, Clear Theory trusted The GRO Agency to deliver a cohesive brand identity and eye-catching product packaging.

Our challenge with the Clear Theory rebrand was to speak to a brand new customer segment with an authentically refreshing voice, while differentiating themselves from their big-business competitors.

The Solution

While hydration is an important factor for athletic performance, drinking more water is, in fact, good for everyone. Staying true to the authenticity of their founders, Clear Theory was positioned as a premium, family-owned alternative that targeted modern, on-the-go families.

First, the brand identity promoted functional hydration with daily, delicious, hassle-free water consumption for children and adults. What’s more, Clear Theory became a preferred choice to get children in the habit of hydrating – something that would resonate with parents who were struggling with picky eaters and drinkers.

Next, the product messaging made extra effort to distinguish itself from competitors. The packaging is sure to mention that not only does Clear Theory’s flavor combinations rank highly, but also the all-natural water drops are, as the name suggests, CLEAR – devoid of the artificial coloring and flavors included in other options.

Finally, the product packaging design leverages refreshing primary colors that contrast fruit silhouettes, serving as a reassuring nod to the flavors bursting within each drop.

Services

  • Brand Strategy
  • Naming
  • Logo Design
  • Packaging Design
  • Adaptation: Full Portfolio
  • Packaging Production
  • Website
  • Sales Collateral
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory
Clear Theory

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