We were challenged with completely redeveloping the Keelings brand in order to refocus the brand message on their passion of ‘growing’. We had already established Keelings as a consumer brand, but wanted to revitalise their offering in light of increased competition. To do this, we focused on their unique offering as expert growers to set them apart from other brands. The primary message is that taste is a function of freshness, and freshness is a result of quality of growing conditions. We evolved the Keelings logo, packaging and advertising to emphasise the new brand essence and developed the ‘Love to grow’ strapline.
The refreshed brand was an immediate success with a like-for-like increase in sales. Today, Keelings is in 45th position in Checkout Ireland’s Top 100 Brands and the brand has become the most recognised consumer brand for fruit and vegetables in Irish supermarkets.
‘Bradley Brand & Design recognised and understood what it meant to be ‘a grower’ in today’s market, and how powerful this idea could be for branding. This helped us draw on this point of difference to create a consumer brand for our Irish-grown produce. We are just delighted with our new brand launch.’
David Keeling – Keelings