Jovan's Steel Cut Oats
Diving deep into the world of oats, we helped Jovan's grow and expand their product line-up, formulating differentiated products and packaging.
packaging / to-market strategy / sales consulting
Brief
- Bring a differentiated product into a proliferated market segment
- Provide packaging design that stands out on crowded shelves
Services
- Product market fit strategy
- Product blend selection and naming
- Packaging design
- Sales consulting & future planning
Results
- Early success with national distributors
- Established design direction for future expansion
Jovan’s Pure Nutrition is a company founded by Jovan Johnson, a young cancer survivor determined to start a food company that provides healthy, natural and nutritious food products. We were asked to help Jovan's grow and expand into other departments within groceries store through new products.
We began by interviewing various people within Jovan's to better understand the company. Store level field research was conducted to better understand Jovan's products, the company's brand identity, their main objective, and core competencies. Ultimately, understanding their current offerings helped us determine their consumer focus and target group.
Our analysis provided several recommendations and defined the key competition areas. Oat cereals are a proliferated segment within the food store, but we identified a niche within this segment that was under serviced and fell within the ambitions of Jovan’s.
We focused on delivering products that were healthy, natural and nutritious, and were involved with the every stage of product development. We brought the idea of offering oat blends, chose the ingredients for each mix and named them. We were also charged with creating and delivering all the packaging designs that were to communicate the brand and brand values to the consumer.
Early success was an immediate listing by a major national distributor at a natural foods trade show. It's very unusual for distributors to agree to take on new products directly from trade shows. Reaction from the rest of the trade so far has been exceptional, and our design approach has definitely been validated.
