Client: Organic Avenue

Organic Avenue is a retailer of organic/vegan fresh pressed juices with eight locations through-out the NYC market.

The brands ambition was to expand from juices into a full line of organic grab and go food items with their initial soup and sandwich offering.

The Branding Challenge

Organic Avenue was pigeonholed as a juice/cleanse brand.
All brands were jumping on the ‘good for you’ bandwagon…with or without credentials.
Organic, and especially vegan, had a negative taste connotation.
Competition in the fast casual dining market in NYC was intense.
There was no meaningful media budget.

Developing the Brand

Brand Objective

To separate us out from competition and become the leader in the healthy fast casual dining category.
To do so, we needed to own a higher level benefit.

Target Insight

The target we are focusing on wants to live better/longer and understands the role food plays in achieving that objective.

While some consumers may want to convert to a plant based diet, the majority just wants a healthy addition to their current eating patterns. They are seeking balance but don’t know how to achieve it and they don’t want to sacrifice ‘taste’ in order to reach their goals.

They know by eating right, they will look better, feel better and be healthier.

No brand is serving this consumer in the quick serve market in a real, credible way. We have a very willing audience with a need that is not being satisfied.

Eating bad is easy…eating right is hard.

Mission

Create a Healthier World

Positioning

Organic Avenue satisfies the desire to eat better and thereby, live better

Strategy

Inspire and Enable a Healthier Generation

Through branding, design, communications and engagements, Organic Avenue can establish itself as a sophisticated, smart, sexy and aspirational brand that has depth and relevance. The brand needs to play a meaningful role in the lives of our customers.

To support the brand strategy, every form of communication we deployed had to educate the consumer on the benefits of eating ‘delicious/good for you’ food in an engaging/entertaining and inspiring manner.

Creative Examples

Menus weren’t simply a listing of products offered but rather an opportunity to ‘feed your brain' with product information.

Fridge Tags

Fridge tags were designed to educate the consumer at the critical point of sale. It’s an example of how we look for every opportunity to support the brand positioning.

Website

Our Website was information centric while still being engaging and relevant (Not to mention delicious).

Outdoor Billboard Advertising

Outdoor Billboard Advertising was strategically placed to support new store openings.

Store Window

Our own Store Window was the best opportunity to build local awareness and further the Brand positioning to the hundreds of thousands of people who passed by every day.

Email Blasts

Email Blasts were a very cost efficient way to communicate with our consumers in a relevant, beneficial manner.

Photography

As mentioned, you couldn’t just say the food was delicious, you had to demonstrate it in reality and capture it in mouth watering photography. Here are just 2 examples from the library of high quality photography we were commissioned to capture.

In Store Branding

Organic Avenue stores, while being transaction focused, were also the best opportunity to immerse our customers in the Brand DNA. The objective was to reward customers who visited our stores by educating them in an interesting and engaging manner and thereby giving them a compelling reason to become loyal shoppers.

Foundational elements of the in-store Branding program were…

Framed Brand Mission Statement

Adjacent to the front door… It was the first thing customers saw when they entered the store. It established who the brand was and why it should matter.

Info Graphic Wallpaper

Touting interesting facts about healthy and unhealthy eating.

Framed Chalk Wall Art

Hand drawn famous food quotes were featured in every store.

Live Vertical Garden

Captured in a stunning way the Brand DNA of being a plant based food offering.