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Ideas that Kick

Branding & Design for Consumer Food Company

Overall rating: 

5.0

Quality: 

Average: 4.5 (1 vote)

Schedule: 

Average: 5 (1 vote)

Cost: 

Average: 5 (1 vote)

Willing to refer: 

Average: 4.5 (1 vote)

Project summary: 

Ideas that Kick helped develop branding, package designs and copy for a line of breakfast food products.

Feedback summary: 

The team creates research-driven designs that resonate with target audiences. Responsive and reliable, they excelled at collaborating with internal stakeholders. Customers can expect a deadline-driven team.

"They’re great at coming up with creative concepts to build brands from the ground up."

BACKGROUND

Introduce your business and what you do there.

I’m the Creative Director at a food manufacturing company. I handle the creative development for half of the brands that we produce.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ideas that Kick?

We wanted to broaden our portfolio by extending an existing brand to encompass a granola product line. We wanted to introduce the new line with packaging that would differentiate it from competitors. 

SOLUTION

What was the scope of their involvement?

After writing a comprehensive creative brief  I met with the team to discuss goals and objectives at a kickoff meeting. Over the next few weeks, they researched various granola products and presented concept designs to us. We refined the concepts until we were happy with a solution. Then, the team delivered the designs and package copy in production-ready files for four granola flavors. The designs have only been on the shelf since January 2019.

What is the team composition?

I interact with the chief creative officer, account manager, designer and a copywriter.

How did you come to work with Ideas that Kick?

I found Ideas that Kick after looking online for companies with experience in consumer packaged goods. I  asked them to create a proposal and liked their work. Over the years, we’ve continued to go back to them for certain projects. 

How much have you invested with them?

We’ve invested around $25,000 for this most recent project.  

What is the status of this engagement?

We began working together in September 2018 and finished up in November 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?
 

They based designs for the granola product line off of sound research and ideating innovative solutions. In the past, they helped us radically redesign a product line that we weren’t having success selling. After they strategically recreated the packaging, it really resonated with the target audience. They’ve continued to refresh the brand since then. 

How did Ideas that Kick perform from a project management standpoint?
 

They are a very collaborative team that’s eager to work with internal stakeholders. I appreciated this approach because I prefer a hands-on working style. Working closely with stakeholders has helped them understand our true business objectives and branding goals.

They’re easy to get in touch with, and they’re very responsive when we contact them. They’ve never had an issue producing deliverables by our deadlines.

What did you find most impressive about them?
 

I understand where their strengths lie, and so I relied on them when we were ideating new, smaller cereal brands. They’re great at coming up with creative concepts to build brands from the ground up. Also, they always consider the brand as a whole (e.g. thinking of the brand standards and branding mark), instead of only thinking about the individual product. 

Are there any areas they could improve?
 

When they create concept designs and then present them back to us, they might offer a smaller range of ideas. For example, they could show three designs that they’re extremely confident in rather than 5–6 concepts. It is usually better to have fewer, more thought out designs to present to my marketing managers.

Do you have any advice for potential customers?
 

The more comprehensive the creative brief is, the better the product will be. It’s also important to hold a kickoff meeting in person. Clients will save time and resources if they make sure the vendor fully understands their goals at the start of the project.

RATINGS

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer