Project
New Leaf Tree Syrups
Forest Farmers.
New Leaf Tree Syrups is the output of many years of innovative research and development to determine how to best harness the wonderful and delicious diversity of native woodlands. New Leaf harvests sap and produces syrup from more tree species than any producer anywhere in the world.
The Challenge:
The commodity market for maple syrup almost defies penetration by brands simply basing their appeal on heritage or quality. It’s a platform that is overused and nearly impossible for the consumer to differentiate within. The Forest Farmers came to Rival Brands because consumers don’t understand—or know they need—a particular product, let alone know how it can be used beyond what the category has perpetuated for generations.
The Solution:
Meet people where they are, and then take them where you want them to go. In other words, appeal to what people are familiar with to promote the purchase of an unfamiliar product.
For The Forest Farmers we lead the initiative with a name that immediately cued a difference. New Leaf Tree Syrups design inspiration was a spin on the traditional fall-foliage tree leaf but pictured the leaves as in-season species in their full spring-time magnificence. The focus was on the forest as a source for an ingredient as opposed to a season for cider donuts, flannel and foliage.
The Results:
The attention of this ground-breaking product has reached the New York Times, Martha Stewart and Project NOSH, to name a few. Chefs and bartenders alike, throughout the country, are letting the explorer inside loose as they reconfigure their expectations from syrups produced from such diverse tree species.
BRAND STRATEGY
BRAND IDENTITY
NAMING
COLLATERAL DESIGN
PACKAGE DESIGN
TRADESHOW
SIGNAGE
Project
Forest Farmers.
Forest Farmers was Co-founded by Dr. Michael Farrell, New Leaf Tree Syrups is the output of many years of innovative research and development to determine how to best harness the wonderful and delicious diversity of native woodlands. New Leaf harvests sap and produces syrup from more tree species than any producer anywhere in the world.
The Challenge:
The commodity market for maple syrup almost defies penetration by brands simply basing their appeal on heritage or quality. It’s a platform that is overused and nearly impossible for the consumer to differentiate within. The Forest Farmers came to Rival Brands because consumers don’t understand—or know they need—a particular product, let alone know how it can be used beyond what the category has perpetuated for generations.
The Solution:
Meet people where they are, and then take them where you want them to go. In other words, appeal to what people are familiar with to promote the purchase of an unfamiliar product.
For The Forest Farmers we lead the initiative with a name that immediately cued a difference. New Leaf Tree Syrups design inspiration was a spin on the traditional fall-foliage tree leaf but pictured the leaves as in-season species in their full spring-time magnificence. The focus was on the forest as a source for an ingredient as opposed to a season for cider donuts, flannel and foliage.
The Results:
The attention of this ground-breaking product has reached the New York Times, Martha Stewart and Project NOSH, to name a few. Chefs and bartenders alike, throughout the country, are letting the explorer inside loose as they reconfigure their expectations from syrups produced from such diverse tree species.
BRAND STRATEGY
BRAND IDENTITY
NAMING
COLLATERAL DESIGN
PACKAGE DESIGN
TRADESHOW
SIGNAGE
