QNY Creative

Please describe your company and your position there.

I was the Associate Brand Manager at Alouette Cheese USA. I was in charge of developing a new product packaging from the marketing side of the business.

For what reason(s) did your company hire QNY Creative?

This was a unique product and we needed a fresh look to increase our chances of getting into Costco and making sure that consumers were interested in trying our mini-Bries.

What were your goals for this project?

We wanted clean, sharply designed packaging that clearly and quickly communicated what consumers could expect.

How did you select this vendor?

I had worked with QNY on previous projects and felt that they would be a great fit for this particular product.

Describe the project in detail.

The shape of the packaging was similar to an 8-count doughnut box, however, this was much sturdier and held four 5oz. mini-Brie wheels. The top of the box had a clear window so all 4 mini-Bries were visible. This required each wheel to have a unique sticker that corresponded to the full outer design that was needed for the box.

What was the team composition?

I was the point person at my company and worked with the Club salesperson. I worked primarily with James Ferranti [CMO, QNY]. He worked internally with his designers.

Can you share any outcomes from the project that demonstrate progress or success?

The project tested very well at one of the divisions in Easter 2017. Employees at the company absolutely loved the designs that QNY came up with. This was an innovative product and the packaging really needed to match the product...and it certainly did.

How effective was the workflow between your team and theirs?

We had an excellent workflow. QNY has always been incredibly responsive. They work quickly and provide whatever assets we need even while the project is on-going.

What did you find most impressive about this company?

They are very open to feedback and are not afraid to try different approaches. Clients of theirs would be wise to let them come up with ideas and then work to refine any design work from there. All deadlines were met or delivered early.

Introduce your business and what you do there.

I'm the founder of a hot sauce company. We sell online through my web store and also through Amazon, but the primary focus in the past 2 years has been retail.

What challenge were you trying to address with QNY Creative?

They helped us with the branding aspects for our company, mostly on the packaging. I wanted to upgrade the label because we were starting to get distributions with some larger retail clients.

What was the scope of their involvement?

Initially, we talked about the opportunities with them not only on the packaging and creative side, but eventually on the marketing side as well. They gave me some flexibility to come back at a later date because I was also looking for funding. Finally, I secured the funding and wanted to move forward with the work.

I had a couple of ideas and they then presented me with 3 very different ideas to go off. We collaborated and mixed what they were thinking while still trying to stay on target. We ended up reverting back and creating a 4th version using some of the components from the new ones that they developed and marrying it with our old label. They started the packaging from scratch. It didn't exist in any previous format before working with them.

What is the team dynamic?

Mainly, I worked directly with James [Chief Marketing Officer, QNY Creative]. When we started to receive final art, one graphic designer came to help transition handing the assets over to me.

How did you come to work with QNY Creative?

I was searching online for different agencies, particularly in New York. I liked their portfolio and the people that they worked with. One part of the initial engagement between our company was a slide deck and discussion around other clients, the types steps, and different case studies.

How much have you invested with them?

We've spent around $15,000 with them.

What is the status of this engagement?

We worked with them from March to September 2017. There were a few things I wanted to change after we went through final art. The main deliverable was the labels, but taking the label and providing different sales collateral relating to the pieces of the label was also part of the project.

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

The new label is a lot clearer than the old one. Some of the bigger messages and call outs are now more prominent. For instance, before, we didn't really use the real estate from the shrink wrap. They were able to design something on top of that.

There's also some strategic feedback that we were going back and forth with, but ultimately decided on, with 'low sodium' and ‘all natural' included on the label. What does that mean for a consumer? How important is that? Both strategically and aesthetically, we’ve had plenty of comments affirming that this was the right move, and it looks like a pretty good product.

How did QNY Creative perform from a project management standpoint?

They were pretty responsive whenever I asked for anything. There's open discussion and quick turnaround on the response times. Our main correspondence was via email.

What did you find most impressive about them?

They're respectful, communicative, and honest with their opinions; they had integrity with their work.

Advice for potential customers?

Speak with other companies that have worked with agencies. What I learned is you should really define where you want to go and not leave any room for interpretation in the direction.

Make sure they're 100% on the same page, because working with an agency, you don't know what you're going to get back. I went into this with a very open mind, and essentially had to revert all of it back to a version that was close to my original label. At the same time, it was good to see these other designs.

Please describe your company and your position there.

I'm an associate marketing manager for a specialty food company. 

For what reason(s) did your company hire QNY Creative?

We hired QNY to redesign the packaging of an existing water cracker brand.

What were your goals for this project?

We wanted to create a more modern look while maintaining the brand's equity and traditional feel.

How did you select this vendor?

I've worked with QNY in the past, and they and several other agencies submitted a proposal for this project. We selected them based on their experience within the specialty food industry.

Describe the project in detail.

QNY redesigned our water cracker brand, which included 7 SKUs [stock keeping units]. They presented several different conceptual options at first, followed by more refined packaging options based on our feedback and selection. QNY also organized a photo shoot to capture the product clearly for the packaging.

What was the team composition?

I mainly worked with the project manager. He acted as the link between our company and the designers at QNY. 

Can you share any outcomes from the project that demonstrate progress or success?

We are very pleased with the results of the package redesign. The product certainly captures the essence of the brand while lending a refreshed look and increased appetite appeal. The packaging has not launched yet, so we do not have a quantifiable outcome.

How effective was the workflow between your team and theirs?

QNY utilized our creative direction and feedback throughout the process to develop and refine packaging that meets the needs of our consumer and conveys the image of the brand.

What did you find most impressive about this company?

They have an impressive ability to understand brands and convey quality and meaning without overcomplicating the design. They were willing to work with us and were reasonable about making changes and adjustments without constantly re-scoping the project. They stay focused on the end goal.

Are there any areas for improvement?

I don’t have any suggestions.  

Introduce your business and what you do there.

Bahlsen North America is a division of Bahlsen GmbH, a German company. It’s the largest family-owned bakery in the world. I am the marketing director.

What challenge were you trying to address with QNY?

We're practically unknown here in North America. My challenge is to build brand awareness and trial and loyalty. We're a very small percentage of the cookie market, and without a huge marketing budget, it's important that we make clear and attractive communication on the shelf a primary way of engaging the consumer.

What was the scope of their involvement?

They designed a holiday outer sleeve for our regular pack. Our German headquarters strongly dictates what we’re allowed to do here, but since this was a promotional sleeve, we had a completely blue-sky opportunity for the first time. While this project was completely creative and very successful, they've also done tactical work updating all our existing packaging range, which requires a high level of detail and attention to everything on the nutrition facts labels because of new requirements from the U.S. government.

They've been integral in setting up and helping run photo shoots for our products, to upgrade the impression we make on the American consumer and all our collateral materials. Having beautiful photography helps highlight the quality because these are premium cookies and it's important that they’re communicated as being a cut above the competition.

What is the team dynamic?

There are 6 people, some who are strictly creatives, as well as project managers. I’ve worked with the owners from a strategic standpoint and for concept development for creative. I’ve worked with all different levels of people there.

How did you come to work with QNY?

I'd previously worked with QNY when I was with Alouette, the French-owned cheese company. We considered other companies, but we were quite pleased with the work they had done before. We had them try out the first couple of projects, and we've stuck with them since.

How much have you invested with them?

$50,000.

What is the status of this engagement?

We started working together in 2016, and the work is ongoing.

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

Our sales are increasing. I’m sure the photography and packaging improvements have contributed to our recent growth. Our brokers have been positive about these updates and changes, particularly for the creative holiday sleeve, which won a silver in one of the packaging competitions. Headquarters in Germany is quite excited about this. We even have several other markets around the world anxious to use this design. They consider it fresh, contemporary, and a good direction for the company.

How did QNY perform from a project management standpoint?

Everybody from the owners down gets involved, so we get to draw on all their different talents. They give us access to the individuals, which is efficient and effective because there's no drop in communication and you’re not losing something in translation or feeling removed from the process. If there’s something being done from an illustrative standpoint, we can talk to the illustrator. If there’s something being done strategically, we get the top-level people dealing with our account and talking to us directly about it. The project manager is there to help coordinate it all.

What did you find most impressive about them?

They’re very responsive, answering questions same day. They’re always willing to put time aside for us, which is important from a relationship standpoint. Also, for a New York agency, they are quite reasonable for the quality of the work they deliver and the scope of talent they have. People from several different countries work for them, which gives them a broader range of approaches and styles.

Are there any areas they could improve?

I have no criticisms or suggestions for improvement.

Do you have any advice for a potential client of QNY?

The work they’ve done gives you an idea of their ability. It's what intrigued me in the first place to reach out and contact them.

Please describe your company and your position there.

In my role, I lead branding, marketing, and communications for a collection of 55 world-class properties in incredible places across the globe. Each lodge is rooted in its community, dedicated to protecting the surrounding habitats and cultures—and safeguarding them for the future.

For what reason(s) did your company hire QNY Creative?

QNY created a graphic style for our brand persona. We wanted something that was unique and engaging. The work has ranged from simple advertising to video production and promotion of large events.

What were your goals for this project?

We wanted our promotional material to standout in a clean and clever way.

How did you select this vendor?

I worked with QNY for many years in my previous role as a hotel managing director. They've always produced incredibly strong creative material.

What was the team composition?

We had 3 team members working with us: a managing director, a designer, and a project manager.

Can you share any outcomes from the project that demonstrate progress or success?

In this role specifically, I began working with QNY in 2015 and continue to do so.

How effective was the workflow between your team and theirs?

We have a very efficient workflow. QNY is super responsive and fast! They consistently deliver out-of-the-box, high-quality work. I'm always impressed with how quickly the work gets done.

What did you find most impressive about this company?

Their responsiveness, adaptability, and passion for each project are their most impressive attributes.