Brand Story + Brand Design
"They’re always giving us ideas that go beyond our expectations."
JUL 06, 2017
DDW
We (re)invent brands.
Whether you're a start up with a new idea, or an established brand that needs a tune-up, DDW can help you build your business on a human level.
How we do it
Our collective of designers, thinkers and storytellers work at the intersection of strategy, design and technology.
We focus on the wants, needs, desires and dreams of 21st Century customers in pursuit of fresh, new insights – discoveries that illuminate how your brand can capture imaginations and make a difference in people’s lives.
Our aim is to create a full surround brand experience that will have the biggest impact on your business -- brand identity, naming, packaging, web, social, SEO, advertising and more.
Our process is highly collaborative – we work shoulder to shoulder with our clients on what matters most to your business, and we have fun along the way.
And it works. We’ve fine-tuned our approach on more than 900+ brand assignments over 20+ years.
headquarters
Focus
Portfolio
AB-InBev, Amazon, Blue Point Brewing, Clorox, Campbell's, Decathlon, Energizer, Harmless Harvest, Layla Sleep, Meyer Corporation, Nestlé, Perfect Day, Petco, Smuckers, Starbucks, Taylor Farms, Think!, Unilever
Blue Point Brewing - Keeping It Salty
Blue Point is a no-bullshit coastal brewing company in Patchogue, Long Island.
Known for their New York attitude, their salty dockside humor, and their tasty assortment of amazing hometown-inspired craft beers, Blue Point is a longstanding favorite for many East Coast beer aficionados.
Since being acquired by AB-InBev in 2016, they are also one of the fastest growing breweries around.
AB-InBev hired DDW in 2016 to do a project – and it’s been a love fest partnership ever since.
We’ve designed over a dozen of their craft and seasonal beers and even a few national brands – each one with its own take on the oddball dockside personality that has always defined Blue Point.
Distributed nationally, ‘The IPA’ is a New York style IPA with bright hoppy overtones and a classic big city attitude.
Inspired by New York’s most famous pop-culture icon, ‘The IPA’ is available as a Warhol-like series of differently colored cartons – perfect for a cookout, museum opening or street art campaign. And of course, there has to be a hint of nautical humor tossed in. Can you spot the hidden fisherman enjoying his relaxing day in the city?
Working with Blue Point is a blast. Each project is fast paced and collaborative. Our work typically begins with some lively brainstorming sessions with the Blue Point team, from which we develop clever concepts, ridiculous brand names and playful package designs that bring each beer to life in the oddball sea-side spirit of the Blue Point Brewing Company.
Each of our Blue Point beer labels tells a story, And each one is a crowd pleaser on Instagram. Oh and the beers are pretty damn good, too.
Decathlon - The World's Sporting Goods Store
France-based Decathlon wanted to open their first USA superstore in Emeryville, CA, just across the bridge from San Francisco. Surprisingly, although Decathlon is the largest sporting goods retailer in the world (with over 1,500 stores globally), they’re virtually unknown in the U.S.
What a thrill to be invited to help introduce Decathlon to Bay Area sports lovers by creating a campaign for this massive store opening. The 2 simple goals: Drive store foot traffic and generate over $1 million in sales in the first 2 weeks. And do it fast and on a budget… gulp!
DDW uncovered a simple brand truth from which we created an entire campaign. Decathlon designs and produces every item they sell, so quality is high and costs are low. This translates to amazing products at amazing prices – making sports accessible for everyone.
Our media solution was an integrated mix of paid and earned social, experiential and out-of-home advertising – all concentrated around Emeryville and the adjacent communities.
For social, we created video demonstrations of innovative Decathlon products (like a tent that can be set up in 2 seconds and a full-face snorkel that lets you breathe through your nose and mouth), as well as videos touting Decathlon’s unique product assortment spanning more than 80 different sports.
DDW also conceived of the ‘Have A Ball’ campaign. We branded a quintessentially French 1963 Citroen panel truck – dubbed ‘Le Bleu’ – and stocked it with basketballs, soccer balls, golf balls and more. ‘Le Bleu’ then drove around the community, passing out over 15,000 free balls to kids at local schools and playgrounds. What a joy to be a part of giving back to the community.
Results were astonishing. Foot traffic to the grand opening event exceeded our goal of 15,000, and sales on the first weekend were through the roof.
Bon pour nous!!
Perfect Day - Dairy Made Perfect
Perfect Day, a top Bay Area food tech startup, is setting out to revolutionize the world of dairy. They found a way to create dairy proteins that are nutritionally identical to those that come from a cow, but are completely animal-free. That means delicious dairy made without factory farms, a primary source of greenhouse gas emissions.
In early spring of 2019, the Perfect Day team reached out to DDW.
The ask? An airtight brand story and strategy, updated logo, clear brand voice, and a refreshed identity and look & feel system.
Oh, and they also needed to sell and ship the never-before tasted ice cream by early July. That meant a revitalized brand, a fully functional website including e-commerce and how-we-do-it videos, ice cream packaging and unboxing, and an ice cream truck to generate buzz.
The timeline: Just over 3 months.
Working closely with the company founders, DDW crafted the Perfect Day brand story and voice.
We developed an approachable, informative design system that blends the science of the Perfect Day product with the cheerful optimism and bold action of the brand.
Our work also included a refreshed identity, a photoshoot to further express the exuberant Perfect Day brand personality, a lively animated ‘How We Do It’ video that cleverly explains the science behind the product, a new engaging and informative website, and some ice cream packaging, which, just like their incredible animal-free ice cream, is delicious.
Everything launched right on time and Perfect Day’s ice cream sold out in one (perfect) day. Riding on the excitement and buzz around their revolutionary new technology, Perfect Day plans further announcements in the near future. And DDW will be there right by their side.
Layla Sleep Brand Refresh
Of course, millennials love purchasing their mattresses online. Simple experiences. Lower prices. No pushy sales people. Free delivery. Easy returns.
That’s why the category has exploded – with over 300 brands hawking their wares today.
Layla Sleep, one of the early entrants, had gotten buried in the e-chaos. At the same time its arch nemesis, Purple, was putting pressure on them for being a copy-cat brand. It was time for Layla to wake up and get moving.
Layla entrusted DDW to help find their voice and bring it to life.
Re-imagining what Layla Sleep brand could be visually, verbally and digitally, DDW crafted a strategic brand story narrative that is both authentic and bold, so it grabs shoppers by their PJs.
With that as the foundation, we created a vibrant and sunshiny look & feel that awakened the brand.
We designed their new website, including e-commerce, D2C packaging, a share-worthy unboxing experience and even the mattress covers themselves. We art directed several photoshoots, both lifestyle and product, so no one could ever call us copycat again.
“I’ve never seen a team bring our ideas to life with the same creative force they’ve shown. They’re a team of outstanding individuals.”— LAYLA SLEEP
Energizer - Revitalizing An Icon
Energizer is a brand we have all grown up with – and counted on, because they produce the longest-lasting batteries around.
But the battery world is a commodity world and Energizer knew they needed to stand out. So, in 2016, Energizer hired DDW with a not – so – simple ask. Re-energize their massive and complex global packaging system.
Partnering closely with Energizer’s ad agency Camp + King, the DDW team immediately went to work.
The answer was clear. With their number one competitor being all black, copper and extremely serious, the Energizer brand needed to be bright and optimistic and maybe even a bit cheeky.
Enter the Energizer BunnyTM
We all know and love Energizer Bunny. He’s one of the most recognizable brand icons in the world, but his role on packaging was as an extra – not the star. It was finally time The Energizer Bunny take center stage. And that’s exactly what he’s done.
DDWs solution is bold and lighthearted – with The Energizer Bunny featured larger than life. He’s finally taken his rightful place as the proud hero of the No. 1 battery brand.
The new battery and lighting packaging system is clean, radiant and well-organized as are the new battery designs. A nice contrast to the dark and serious look next door.
Energizer has a massive global portfolio, a system that includes thousands of different packages spanning many categories, and nearly every market and language in the world. And a lot of shapes and sizes.
The Energizer Bunny does not live in every global market. In some parts of the world, his counterpart, Mr. Energizer, a tireless living battery, is the hero character. And in other global regions, neither iconic character is featured.
DDW developed a strategic solution, a singular packaging system that is both highly organized and extremely flexible, ensuring it works effectively in every market of the world.
Think! - Rethinking Healthy
Not too long ago, dieting – and being thin – was the norm. But today we strive for healthy lifestyles and products that are naturally nutritious, clean and tasty.
So Think Thin, a delicious brand of nutritional protein bars made with the best ingredients, had a challenge. What to do with their brand? Removing ‘thin’ from their name was the perfect first step – and the start of the evolution.
The new DDW design is bold and energetic. It bounces right off the shelf and into social media. Dynamic shapes define each of the brand’s unique protein segments, while electrifying colors bring the many delicious flavors to life.
The new name, a confident call to action, stands proudly front and center – inviting consumers to Think! about their choices and the products they put into their bodies.
Reviews
the project
Rebranding for E-Commerce Platform
“You could feel that they just valued the partnership, as did we.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m a director at Sticky.io.
What challenge were you trying to address with DDW?
We were looking to rebrand our organization.
What was the scope of their involvement?
Our rebrand with DDW consisted of three phases. The first phase was really an immersion in brand identity concept and design; we were seeking a new logo design and concept development in the actual design work around our brand identity.
Phase two moved into our brand look and feel, fleshing that brand identity into a full suite of brand guidelines and graphic language. This included the brand story and brand positioning, as well as core values. In phase three, all of that was bundled up into our brand guidelines, which encompass our full brand story and visual identity. The deliverables included a logo design, our brand guidelines, our brand graphic language, and brand story and positioning. We worked very collaboratively, so myself and other members of my company were very involved.
When we originally sought DDW’s service, we were more focused on the logo development and the brand story. As we started working with our new identity, we wanted to broaden that out a bit more into graphic language that could translate into actual materials, like our website and new marketing collateral. The project broadened a bit, but it was still within the scope.
We also ended up using DDW to produce an explainer video, which is an additional scope of work that we awarded them with. They used a partner in producing two versions of that video.
What is the team composition?
We had some account managers that were our day-to-day contacts. We also worked with their design team and content team, as well as a project manager. I’d say between 6–8 DDW team members worked with us throughout the scope.
How did you come to work with DDW?
I joined the company after DDW was already contracted to support the rebrand, but I believe they were a referral to our CEO.
How much have you invested with them?
My company spent about $60,000–$70,000 for the brand identity and story. The explainer video project was an additional $35,000–$40,000. All in all, we spent over $100,000.
What is the status of this engagement?
Our work together started in November 2019, and our scope was complete at the end of March 2020.
What evidence can you share that demonstrates the impact of the engagement?
We launched our brand in mid-March, so only about a month or so ago. We’ve gotten really positive early feedback from our clients on the new look and feel, and that has been validating to us. It’s a little too soon to measure the success since we’re now just putting all of their great work into use from our end.
How did DDW perform from a project management standpoint?
Their team was great; they were super responsive and worked with us. We definitely threw them some curveballs along the way, and they were always up for working through and solving those challenges.
Whether it was design or rewriting content, we probably refined more than was outlined in our scope. You could feel that they just valued the partnership, as did we. It was a really collaborative working relationship between a client and an agency. One of the highlights of working with DDW is that they were super flexible to our needs and working with us to problem-solve. They weren’t so reliant on our initial scope, but more so on getting to an end result that we were comfortable with.
What did you find most impressive about them?
We gave them a very aggressive timeline of about twelve weeks and had an unmovable date that we needed them to deliver on. It was very important to keep project management on track, and they were really great about holding us accountable for decisions that needed to take place for us to meet that deadline together. I’m happy to say that they met every deadline that we gave them. Companies typically have 6–12 months for rebrand projects, so this deadline wasn’t traditional. I think that for me personally and my whole team, we were just incredibly impressed by their sense of urgency and commitment to delivering on our deadline, which they agreed to at the initial scope.
Are there any areas they could improve?
Maybe because we were moving so quickly, there were a few communication glitches on both sides. I also felt like while their design team was really top-notch, we struggled with the writer assigned to us. I don’t know if there was a language barrier or if we just weren’t clear on the messaging, but I found we spent a lot of time on revisions, which held up our timeline more so on writing our brand story and positioning versus the design. The design and copy teams didn’t seem to be on the same experience levels. However, we were able to work through it, so I can’t say anything negative.
Any advice for potential customers?
Just be very clear and upfront on what the expectations are when developing the scope of work, and know that adding or changing expectations makes it extremely difficult for time management. When working with an agency, you really need to be forward-thinking and plan what you’re looking for out of mutual respect. With DDW, I think they expect a clear scope of work at the onset.
the project
Design and Branding Services for Food AI Company
"They always presented us with a ton of options, letting us choose the path."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the co-founder and CTO of Halla, an AI company that’s focused on understanding taste so that we can power all kinds of great food discovery experiences. Right now, we’re focused on the online grocery shopping experience.
What challenge were you trying to address with DDW?
We wanted to overhaul our brand to create a new visual identity and an entirely new design paradigm.
What was the scope of their involvement?
We’re a food AI company, and conveying the right emotions and imagery is very important. They created materials from scratch for us (color palette, email fonts, investor pitch deck) and beautified some partially finished materials from the prior agency (sales deck, one-pager intros and outros, business cards, and email signatures). Once the materials were easily digestible, DDW morphed them into the design paradigm that they created for us. They also redesigned our website.
What is the team composition?
There were 5-6 people, but we worked with three consistently. They did the whole nine-yards of the look and feel of our company. After starting with the logo, we focused on what our colors were going to be. That was with one group of people. If we needed business cards, somebody else rotated in.
How did you come to work with DDW?
Someone who works in a part-time capacity as our EVP of strategy knew DDW from prior work experience.
How much have you invested with them?
We spent $100,000 with them.
What is the status of this engagement?
We worked together from June until August 2019.
What evidence can you share that demonstrates the impact of the engagement?
Our entire aesthetic is much more professional than it was. I was very skeptical about spending a ton of money, but I truly believe DDW’s work will have a profound, tangible impact on our company. Everybody who has seen the completed work has been wowed. We’ve seen the impact with our new website, as well. People take us more seriously than they used to.
How did DDW perform from a project management standpoint?
They were reliable, functional, and finished on-time and within budget. Incredibly communicative, they were right there with the whole core group if we asked them to jump on a call the same day or the next day. They were great at working off our feedback.
What did you find most impressive about them?
I get excited every time I look at the end product. They always presented us with a ton of options, letting us choose the path. Rather than making us feel like we were compromising on something, they always over-provided to ensure we were satisfied. They were really pleasant people.
Are there any areas they could improve?
This goes for all agencies that provide companies with materials that they take home at the end of the day: It’s very easy for a bunch of drafts to get really confusing, as you don’t know which one is the most updated one. DDW did a better job than other vendor’s I worked with in the past.
Do you have any advice for potential customers?
If you want to change the feel of your brand, they’re an excellent place to go.
the project
Packaging Design for Food Production Company
"DDW was always willing to try different things when we had failed."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I am the general manager of the consumer food division for a food production company.
What challenge were you trying to address with DDW?
We found through some consumer research that our packaging, while aesthetically pleasing, wasn’t selling well. Our challenge was creating packaging that our target consumer would not only pick up but put in their shopping cart. We were looking for someone to help us change that.
What was the scope of their involvement?
DDW completely redesigned the packaging for our plant-based pasta brand. Their team designed the visuals of the package as well as some of the back panel language. This included our pasta, mac and cheese, and meal kits so one challenge was finding a design that worked for each of these categories and our different competitors there.
We developed briefs and worked together to refine those. DDW took us through multiple rounds of package design development and consumer testing. Their team was heavily involved in the development of the stimulus in the testing questionnaire. We failed a couple of times before we arrived on a winning design.
What is the team composition?
We worked with a range of people from DDW but were consistently in contact with a couple, including a strategy person and a client relationship person. Their model involves contracting out sometimes, which we appreciated because we got access to a diverse body of work. Later in the process, a couple of the senior creative directors stepped in when we were in a particularly challenging period.
How did you come to work with DDW?
Our marketing manager who was the primary driver of the project had worked with them before. We interviewed a few agencies but DDW stood out on three points. First, they had worked on brands that were similar to us and also had specific marketing objectives. Second, their costs seemed fair. Finally, they had a blend of strategic ability and creative chops to work on small brands.
How much have you invested with them?
We have invested between $100,000–$250,000.
What is the status of this engagement?
Our engagement with DDW ran from October 2018–April 2019.
What evidence can you share that demonstrates the impact of the engagement?
We performed rounds of package testing and the one we ended up going with did very well on purchase intent and standing out.
How did DDW perform from a project management standpoint?
Project management is one of DDW’s strengths. They’re detailed flexible, and willing to make a commitment.
What did you find most impressive about them?
DDW was always willing to try different things when we had failed. We had a product that both our teams thought was good, but testing revealed that it wasn’t successful. Instead of being discouraged, they really took it as a challenge. They brought different resources to bear including some senior people at the agency, who came in to help. I really appreciate their commitment to the project.
Are there any areas they could improve?
At one point, we didn’t explore something that was more closed in. If we had done that, we would have saved time.
Do you have any advice for potential customers?
The more you invest in dialogue and the more you engage, the better the output.
the project
Packaging Design for Natural Products Company
“DDW was the strategic partner we needed to modernize our packaging for future growth.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm a brand manager and work on the marketing and innovation team of a health and wellness brand.
What challenge were you trying to address with DDW?
We hired DDW to work on the packaging design of two core product lines to launch in conjunction with a rebrand. The challenge was to develop packaging that modernizes the brand for future growth while still retaining recognizable elements and to develop distinct solutions to bring more separation between the two lines. Improving brand registration and shoppability was also paramount.
What was the scope of their involvement?
This design project coincided with a new brand name, marketing campaign, and consumer target. Most of their involvement was with the redesign of two important product lines, including our flagship bar line. The packaging was in need of a refresh as it hadn't been updated in five years and the category had changed a lot since. They also designed the packaging for a second line that we were looking to modernize and reposition. Their work was integral to our refresh and rebranding.
What is the team composition?
The core team consisted of an account director and two senior designers, but we also had extensive involvement with their creative director and chief strategy officer. I loved how the entire team was excited to jump in and roll up their sleeves and that enthusiasm continued throughout the entire project.
How did you come to work with DDW?
I saw some of their work and reached out as part of an RFP process. I was really impressed with their past design work and how they planned to approach the project. We had a great initial meeting and I felt they'd be the right partner for us on this project.
What is the status of this engagement?
We started working together in September 2018 and wrapped up the project around March 2019.
What evidence can you share that demonstrates the impact of the engagement?
We love the design systems they created. They always over-delivered, giving us numerous concepts from closer-in to farther-out, some of which really challenged our thinking and assumptions of where the design could go.We did packaging tests to compare our existing packaging and the new concepts. The design we ultimately chose exceeded benchmarks and outperformed the old packaging on a few key metrics, including purchase intent, brand visibility, brand recognition, and differentiation. We don't have extensive in-market results just yet as we’ve just started to soft transition at shelf, but the designs have been well received internally and from the trade and we’ve started to receive initial feedback from consumers which has been overwhelmingly positive.
How did DDW perform from a project management standpoint?
They were top-notch. We had a dedicated account director throughout the entire project. They were extremely organized, and they had a good grasp of how to approach the project and how to track designs throughout various stages of the project. As deadlines changed and the scope shifted, they accommodated us, reprioritized, and were very flexible. In one example, we didn't factor in a holiday shutdown at our printer, and they worked diligently with us to release some items ahead of schedule. They were close partners throughout the project but especially towards the end when we had daily (and sometimes hourly!) updates. I was really grateful that I could reach them at any time and could absolutely count on them to meet our deliverables, even as new developments and needs arose.
What did you find most impressive about them?
DDW was the strategic partner we needed to modernize our packaging for future growth. I really liked their strategic approach to the project- they were much more than a design partner. Part of their upfront strategy included brand and category immersion which led to the crafting of a brand story and strategic imperatives for the design. This foundation really informed their designs. They also helped to distill research findings which translated into a unique design solution that helped to set the two product lines apart.
Are there any areas they could improve?
I don't have anything they should improve on. They were flexible and passionate, and they helped us through an important transition.
Do you have any advice for potential customers?
We had a strong kickoff. We were very transparent and provided a lot of detail at the beginning. Be as honest as possible and provide as much information as you can up front as it will lead to better strategic conversations and the best work.
the project
Branding for Consumer Product
“They've helped take the brand look from generic to innovative and unique.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm the CEO of Kool'n FX, a company developing reusable hot and cold packs that form fit to the body.
What challenge were you trying to address with DDW?
Shortly after developing a new product, we needed help branding it with a modern look and feel to start marketing it to consumers.
What was the scope of their involvement?
DDW initially helped us figure out our brand identity for the new product, coming up with the name, logo, and other branding elements. They've also provided designs for our packaging and helped write a lot of copy for both the product labels and marketing materials.
What is the team composition?
I work with two people who collaborate with others behind the scenes, including a design team.
How did you come to work with DDW?
We were impressed with the labels they'd created for a nearby business, as well as some other work they did as we started researching them more. After meeting with their team, we felt they understood our vision and would be a good fit for the project.
How much have you invested with them?
We've invested between $250,000–$500,000 thus far, and we anticipate that to grow as our product line expands.
What is the status of this engagement?
We've been working with them since early 2018, and the relationship is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
Although the product hasn't launched yet, we've been happy with their work internally thus far. They've helped take the brand look from generic to innovative and unique.
How did DDW perform from a project management standpoint?
They're very professional and thorough in their approach. They document their work well and walk us through the proposal process for each project to ensure the scope of work meets our needs. They also always deliver on time and within the budget agreed upon.
What did you find most impressive about them?
They have a lot of connections with industry leaders that they've introduced us to, which has added a lot of value to the relationship overall.
Are there any areas they could improve?
I can't think of anything.
Do you have any advice for potential customers?
Be upfront and clear about project requirements and budgets, because they're flexible and understanding when it comes to working with clients to achieve goals.
the project
Design Services for Sleep Company
"I’ve never seen a team bring our ideas to life with the same creative force they’ve shown."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the founder and COO of Layla Sleep Incorporated.
What challenge were you trying to address with DDW?
We hired DDW to help with a brand relaunch and website redesign.
What was the scope of their involvement?
DDW provided a range of design services. They designed our webpages and provided copywriting support. Their team implemented SEO services including keyword mapping.
They produced a range of collateral materials, ranging from our product packaging and product inserts to postcards. In addition, they designed complimentary items including stickers, t-shirts, and other gifts for our customers.
What is the team composition?
DDW provided a team of around six people. The teammates were specialists in project management, website design, creative asset design, copywriting, video production management, etc.
How did you come to work with DDW?
We researched several vendors online and found DDW through their website.
How much have you invested with them?
We’ve spent over $200,000 on their services.
What is the status of this engagement?
We’ve been working together since July 2018.
What evidence can you share that demonstrates the impact of the engagement?
We’ve seen increased engagement on our website and a reduced overall bounce-rate. Users are spending more time on the platform, and the creative assets have contributed to the higher cluck-thru rate.
How did DDW perform from a project management standpoint?
They excel in managing the project; we’ve had no issues. As a team, they’re effortless to work with.
What did you find most impressive about them?
There are several aspects of their team that make them impressive. The totality and breadth of their services are valuable. I’ve never seen a team bring our ideas to life with the same creative force they’ve shown. They’re a team of outstanding individuals.
Are there any areas they could improve?
I’m struggling to think of anything for them to improve because they’re a top-notch team. They do everything very well.
Do you have any advice for potential customers?
Set aside the time to fully explain your vision and communicate your brand. If you provide the necessary information, DDW will produce amazing results for you.
the project
Packaging Rebrand for Home Goods & Supply Company
“Project management was one of the best parts of a great relationship and a major reason we partnered with them.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I work for a home goods and supply company as the manager for one of our brands.
What challenge were you trying to address with DDW?
We wanted to adjust our packaging for the first time in a long time to correspond with the launch of a new innovation.
What was the scope of their involvement?
The innovation was ultimately withdrawn but we were excited by the packaging effort and decided to move forward with it. DDW led the process from the insights generation stage. They researched our marketplace to understand our business needs and to generate different versions of our packaging graphics. We then narrowed and refined those options down to two, based on consumer feedback. They then co-led quantitative research to determine the final design. They helped develop guidelines and transitional material for our in-house team and rolled it out to our different product offerings.
What is the team composition?
We have an account manager, a creative lead, and a strategy lead. There are a number of other team members but we work directly with those three.
How did you come to work with DDW?
We had recommendations from other vendors and sent out RFPs to four companies. While we were searching, DDW presented an informal pitch to another business we own. We sat in on their presentation and liked what they had to say. We included them in our list of possible vendors and chose to work with them.
How much have you invested with them?
We spent about $175,000.
What is the status of this engagement?
We started the project in August 2017 and completed it in March 2018.
What evidence can you share that demonstrates the impact of the engagement?
Our new packaging increases visibility and findability on the shelf. Our product looks modern but still rooted in our brand history.
How did DDW perform from a project management standpoint?
Project management was one of the best parts of a great relationship and a major reason we partnered with them. The pitch team was the same team we worked with during the project and were involved and focused throughout the project. Our account lead wasn’t afraid to have hard conversations and wanted to make sure we never fell behind or felt neglected. We could rely on them whenever questions came up and communication was good with the whole team. The whole process was fully seamless.
What did you find most impressive about them?
They’re collaborative, passionate, and impactful. They work well together and care about what they’re doing. They accepted changes to the scope and were always ready to take on challenges. They ensured that the outcome was something we’d both be proud of.
Are there any areas they could improve?
I don’t have any suggestions for improvements or changes. We’re very happy with the results.
the project
Packaging Design for The Clorox Company
“The new designs are sleek, modern, and celebratory of the brand’s history.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m an associate marketing manager at the Kingsford Products Company, a part of the Clorox Company.
What challenge were you trying to address with DDW?
We were looking to redesign our packaging across our entire portfolio, which includes about 65 distinct products. Our challenge was to make the branding more modern and authentic. We hired DDW to provide an outside perspective.
What was the scope of their involvement?
We started the project with a round of extensive consumer research using third parties, and DDW designed most of the stimuli. We then worked together on determining the new design based on the results we gathered. They delivered the final designs in April of this year, and we’re set to launch in January 2019.
What is the team composition?
We worked with 10–12 designers, but I worked most closely with four or five of them.
How did you come to work with DDW?
We put out a general bid to find a design company that specialized in packaging. I wasn’t involved in the selection project, but I know that my company chose them due to the quality of their preliminary designs. They aimed to make the existing design more bold and modern while still prioritizing the value that our brand has built over time. It was clear that the team would be easy to collaborate with, and we knew our working relationship would be productive and enjoyable.
How much have you invested with them?
We invested about $175,000 on this project.
What is the status of this engagement?
We worked together between September 2017–April 2018.
What evidence can you share that demonstrates the impact of the engagement?
We’ve yet to launch the new packaging, so we can’t point to specific metrics until we go live in January. However, the research that we did with consumers indicated that they saw the new design as more modern, more attractive, and more authentic. The new packaging also made the process of finding the product they were looking for about 19% faster, which means we’re making progress in simplifying the shopping experience. In terms of qualitative feedback, internal staff, including our executive team, have universally loved the work that DDW delivered. The new designs are sleek, modern, and celebratory of the brand’s history. They make it easier for consumers to see what sets us apart from the competition.
How did DDW perform from a project management standpoint?
DDW is one of the best agencies I’ve worked with in terms of fostering open communication, providing substantive feedback, and setting clear deadlines when they need to hear back from us. They never hesitated to follow up with us to keep the project on schedule. They were very organized in determining the various phases of the project and met almost every deadline on their end. On the rare occasion that there were delays, they were transparent and honest. We had frequent meetings in person, over the phone, and on video to stay updated on the project’s status. They were always flexible and adaptive in making last-minute changes, and they did a great job managing our expectations throughout the project.
What did you find most impressive about them?
They very effectively understood why we were looking to redesign our packaging, which was clearly reflected in their work. They also understood the importance of preserving key elements of the brand to retain the value of the company. We also had a great relationship with them; they were highly skilled, professional, and friendly, which made them very easy to work with.
the project
Packaging Concepts & Branding for Housewares Manufacturer
"Every single person on the team is nice, friendly, and easy to work with, and they did really good work."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
Meyer Corporation US is one of the largest cookware companies in the US. We primarily focus on cookware but we also distribute bakeware, cutlery, dinnerware, cast iron, tools, gadgets, etc. Circulon, Anolon, Farberware, Rachael Ray, Cake Boss, Silverstone, BonJour, etc. are brands that fall under us. I am the senior director of creative services.
What challenge were you trying to address with DDW?
I needed packaging concepts for a new celebrity brand we were getting ready to roll out. There was some existing branding already, but we had to create a little more since this was the first roll out of her national product line.
What was the scope of their involvement?
Our first meeting lasted a couple of hours. Our brand marketing team and I sat down with the DDW team and briefed them on the project. We told them who the celebrity was, who the demo was, and what our research had shown about her. We let them know how we felt the brand needed to be differentiated from our competitors and showed them some photography examples we had. They listened and asked a lot of insightful questions that helped move the conversation in the right direction. Eventually, we gave them the full brief of exactly what we wanted from them. We were going to be creating a brand from scratch so we needed to work through how to put the celebrity on a package but also consider how we would incorporate some of our own thoughts on branding into the concept.
We had already met with the celebrity prior to our briefing with DDW. We couldn’t start planning until we understood her aesthetic and what she stood for. We had presented four or five options to her, each of which indicated who we felt her consumer was and what she could stand for, and then she helped us narrow it down to what she liked. We presented that to DDW. In the course of those few hours, we were able to narrow down the brief to the packaging we needed and the products we were going to package.
Then we also asked them to help with logo creation. The celebrity already had a logo but we didn’t feel it was particularly good, so we asked DDW to help. We also asked them to consider how this new logo would translate into other collateral like signs, posters, and banners. We wanted to develop a website for the celebrity, and we needed help on how the overall design aesthetic could be applied to other things we would use in the market.
DDW took three or four weeks and came back to our marketing team with a number of options. We spent another couple hours talking through each one of the concepts and then narrowed it down to three. They went back and played with those concepts including the feedback we had provided. We then narrowed it down to two and refined them over the next couple of weeks until we settled on the one we liked best and moved forward with that one.
How did you come to work with DDW?
I have worked with four or five other branding agencies while I’ve been at Meyer. There was a man who was with two of the previous agencies I’d worked with, and he and I had a really good working relationship. After working on some similar projects with me, he got used to our design aesthetic, how we operate, and what we were looking for. He left the agency he was at and started working at DDW. When I asked what he thought of DDW, he told me we would be happy with their work. Based on his advice, we got hooked up with them and started the relationship. I called him and asked if he could take on this project because I trusted he would do good work.
What is the status of this engagement?
We started working with them in January 2017, and the initial packaging portion of the project was completed in March 2017. We’re still working with them on a number of things.
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We haven’t launched the product. It will be in stores in October 2017. Everybody who has seen the packaging likes what we’ve done but I don’t have any metrics.
How did DDW perform from a project management standpoint?
I went over the entire scope and timelines of the project with DDW, and they met every deadline we set for them. They had set out a plan about how they saw it moving forward. There were some parts of their plan that didn’t work for me but they couldn’t have been easier to work with, and we were more than happy to make any adjustments we needed to in terms of deliverables and timelines, etc. They’re a fabulous group to work with.
What did you find most impressive about DDW?
I’ve been doing marketing for 30 years, and this was the first time I called an agency back and spoke to the president. I called Mike [President] and told him how great his staff was. They go above and beyond. It’s not that other vendors don’t do this but, for example, during our second meeting, they delivered what we had asked for, and they went that extra mile. They had conducted a lot of market research and researched who the competitors and other celebrities in the marketplace were. They came in with ideas for other things we could pack in with our cookware products and shared ideas for additional marketing opportunities. These were things we could do on our own, but they would also help with if we wanted.
The creative they came back with was top notch. Every single person on the team is nice, friendly, and easy to work with, and they did really good work. Usually you end up with a couple of people that don’t like what the agency did, but everybody thought DDW did fabulous work. I couldn’t have been happier and, because of that, I inquired with them about some additional opportunities beyond our current project. We’re starting negotiations for additional work in the future, and I’d work with them again in a heartbeat.
Are there any areas DDW could improve?
No, there isn’t anything. I have nothing but praise for them. Every person I deal with is friendly, accommodating, willing to help, and wants to go the extra mile. I’ve asked them to jump through a few hoops with really short timelines, and they were able to figure out a way despite projects for other customers. Other vendors aren’t always willing to do that.
the project
Product Branding for Amazon
"They’re always giving us ideas that go beyond our expectations."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the creative director of Amazon’s private-label consumable brands.
What challenge were you trying to address with DDW?
We’ve engaged them for multiple projects. We are creating new brands within the consumable product category, and DDW offers a wide range of conceptual design solutions for our product needs. They’re tasked with keeping the exploration scope wide, and then we start testing 6–9 of the different concepts.
What was the scope of their involvement?
They do everything from exploration to design to execution. We give DDW a product category, and they know they have to deliver within the range of that category. First, they do a category assessment by taking a look at all the other brands within that product category, and they deliver a comprehensive study and conclusions of those brands, including logos, packaging, and trends. Then, we go into the design exploration phase, which usually has one touch point. They start their exploration and we kick off the project. Half way through that step, we have a phone call to make sure that we’re tracking our ranges widely enough and to discuss whether we should explore more or cut some products. Then, we transition to the execution of testing assets on the range of concepts. At that point, it’s a waiting process. We make our deductions, and DDM delivers a product rollout based on our chosen concept across a set number of products. They do all the pre-press work and deliver the actual files.
I work directly with the creative director. They also have a business director, a product management team of two or three people, and a design team of up to four people.
How did you come to work with DDW?
I worked with them in my past role as a creative director for the Starbucks design group. At Starbucks, we had a large internal team and couldn’t take on the work to redesign a coffee line, so we started fielding RFPs from other design firms. DDW’s portfolio attracted me. I found I had a connection with the creative director when he was telling me about their design team. We came up with a strategy to work differently on that project from our setup at Amazon. We co-directed his team through that creative project. They came to Seattle, and we did a bunch of design process steps. When they went back to San Francisco, I visited their location and embedded myself in their team. It was a great working relationship, and we were able to work through a wide range of products for testing quickly.
How much have you invested with DDW?
We’ve spent $250,000 since February 2017.
What is the status of this engagement?
They’ve been working with Amazon for a long time, but I joined the team in February 2017. I have completed four projects with them since that time. Our relationship is ongoing.
Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?
We create a product range that goes into an online click-through and purchase-intent test. All of DDW’s work that gets through this testing process has passed the recommendation and is on par with their benchmarks that we use for testing. I think that 100% of the products that we’ve produced with DDW had to pass this data-driven process to get to market.
How did DDW perform from a project management standpoint?
Their project management team communicates clearly and stays on top of the schedule. We mostly interact through phone calls and emails. They ask all the right questions and are very thorough in giving us updates.
What did you find most impressive about DDW?
I've been lucky enough to work with their design team, so I know their designers and trust them. They’re always willing to push the limits of our concepts. They’re super easy to work with and open to feedback. They’re always giving us ideas that go beyond our expectations.
Are there any areas DDW could improve?
No, I haven’t had a bad experience with them.
DDW successfully executed against a very aggressive timeline, and their deliverables have already garnered positive feedback from customers. Responsive, flexible, and client-oriented, the team facilitated a collaborative partnership. They took scope changes in stride and worked through challenges.