Purity Foods is a worldwide supplier of certified organic food products, particularly spelt. (Yes, it’s called spelt.) With a history going back at least 7,000 years, spelt was reportedly first grown in Eastern Europe and Iran. Because spelt is an ancient grain, its nutritional value hasn’t been diminished through hybridization. Many who care about good nutrition and maintaining a healthy weight use spelt as a wheat substitute. And people with specific health problems — allergies, cardiovascular disease, IBS, diabetes, arthritis, migraines, atherosclerosis, high cholesterol, autoimmune disorders — can also benefit from consuming spelt.
VITA-SPELT® was Purity Foods’ original name for its line of spelt pasta products. But the name and packaging were not resonating with the audience demographic that Purity Foods had targeted. The spelt story had to be better told — and heard. The packaging and name needed to gain a stronger retail presence in the specialty foods category. With an ever-growing number of products crowding retail shelves, consumers had to be able to quickly distinguish the benefits of our client’s products and how these products impact consumer health. But the unpopular, unappealing VITA-SPELT name was standing in the way.
The spelt product line received a new name, with “Nature’s Legacy” replacing VITA-SPELT. The company committed to sell more Nature’s Legacy-branded products and tell prospects why they were so good. In addition to the new name, Boondock Walker served up a healthy brand foundation, tagline, and complete overhaul of the packaging. To appease the info-hungry specialty foods audience, we also established an educational blog, e-commerce website, YouTube channel, and QR code campaign.