This Way Up
Plucky Duck was an unknown, but unique snacking product. We worked with the founder Adam Wilding to reposition, rename and design his brand. Adam’s Duck Crackling was triple-cooked and seasoned with Peking Duck spices. This crisps up the duck skin and drains off the Duck fat, leaving a delicious and sophisticated snack.
We recognized that the key competitive product, Pork Scratchings, were seen as ‘lacking in flavour’ ‘blokey’ and ‘high in fat’. So this is where we focused communication.
Adam’s passion for transforming forgotten or overlooked ingredients provided us with a Need State of ‘Discovery’ for the brand. Challenging consumers to try something new and be open minded about snacking.
We created a Brand DNA for Adam’s Duck Crackling based on 3 unique attributes:
1. Adam was literally transforming forgotten ingredients that were destined for the waste bin.
2. Adam was a visionary trained chef forging a new path
3. All Duck Crackling was triple cooked and hand made for perfect texture
These Brand Attributes were captured in a Brand Idea ‘We See things Differently’. A simple expression of Adam’s creative and adventurous spirit and desire to re-invent snacking.
We visualized the Brand DNA and established brand values to guide innovation and the development of the business.
The design has been created so that the spices and ingredients literally define the duck’s silhouette, providing appetite appeal and a visual signature that communicates how the duck has been transformed into a delicious, crispy snack.
Since the rebrand Adam has gained funding to build a bespoke production facility, launch a national marketing program as well as attract interest from high end retailers, on line stores and high street stores.
We recognized that the key competitive product, Pork Scratchings, were seen as ‘lacking in flavour’ ‘blokey’ and ‘high in fat’. So this is where we focused communication.
Adam’s passion for transforming forgotten or overlooked ingredients provided us with a Need State of ‘Discovery’ for the brand. Challenging consumers to try something new and be open minded about snacking.
We created a Brand DNA for Adam’s Duck Crackling based on 3 unique attributes:
1. Adam was literally transforming forgotten ingredients that were destined for the waste bin.
2. Adam was a visionary trained chef forging a new path
3. All Duck Crackling was triple cooked and hand made for perfect texture
These Brand Attributes were captured in a Brand Idea ‘We See things Differently’. A simple expression of Adam’s creative and adventurous spirit and desire to re-invent snacking.
We visualized the Brand DNA and established brand values to guide innovation and the development of the business.
The design has been created so that the spices and ingredients literally define the duck’s silhouette, providing appetite appeal and a visual signature that communicates how the duck has been transformed into a delicious, crispy snack.
Since the rebrand Adam has gained funding to build a bespoke production facility, launch a national marketing program as well as attract interest from high end retailers, on line stores and high street stores.