“Too good to resist.”
As a brand name, Too Good to be Gluten Free NO.G was a mouthful in more ways than one! The other issue was that NO.G’s gluten free pies and quiches, based on the recipes of a top chef whose CV featured stints with Gordon Ramsay and Brian Turner, were not just ‘Too Good to be Gluten Free’ but ‘Too Good’ full stop! The task before us then consisted of ‘accentuating the positives’ of a gluten free brand that happened to be truly delicious as well…
We naturally wanted to find a solution with ‘legs’, a brand idea with limitless potential for evolution and for accommodating any number of brand messages. By focusing on the ‘Too Good….’ part of the brand identity, we immediately opened up a world of possibilities in terms of delivering more balanced messages about both gluten free AND taste.
Through rolling out this theme through promotional banners flagging offers that were ‘Too Good to be True’ and flyers extolling a taste that was ‘Too Good to Resist’, we began to build a picture for the brand which emphasised all the positives, neatly balancing the taste and the gluten free messages to clearly deliver the brand USP of delicious gluten free pies and quiches.
NO.G now has an identity which clearly differentiates the brand from anything else on the shelf. Exciting new developments in NPD and brand rollout are already in the pipeline. Watch this space!
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