To develop an effective strategy, Brandiaq conducted in-depth research to gain a deep understanding of the market, consumers, and Olufs' existing brand. We evaluated what the business and brand stood for, identified the unique value that it brings to the market, analyzed the brand's current positioning in the market, and considered how the COVID-19 pandemic impacted the business and its customers. Based on the research findings, we created a strategy action plan for Olufs' rebranding and digital strategy.
Brandiaq's brand strategy for Olufs aimed to harness the brand's unique selling points and create a different point of focus to differentiate it from its competitors. We aimed to keep the brand relevant and appealing to its ideal customers, with a playful and youthful yet classy approach. The creative direction centered on portraying Olufs as an artisanal brand with a fun twist.
We developed a brand identity that reflected the brand's playful and youthful personality while highlighting its unique selling points. The wordmark logo featured an incorporated popsicle as the letter "U," which allowed for the logo icon to stand alone or be part of the ensemble. Brandiaq also designed a badge that could be used in situations where the wordmark would not fit or if a more playful or casual approach was needed.
To enhance the brand's playful and youthful personality, Brandiaq incorporated hand-drawn illustrations throughout the website that reflected the brand's values. These illustrations were also used on the packaging for Olufs' popsicles, adding a unique touch to the product.