Hughes Design Group Reimagines Positioning and Packaging for Wholesome!
The story: Wholesome!, a leading U.S. brand of organic, Fair Trade and non-GMO sugars and sweeteners, is debuting a new look on shelves across the country. Established in 2001, the Texas-based company is relaunching its more than 50 SKUs with a new name, positioning and packaging by strategic brand packaging agency Hughes Design Group. In addition to the brand re-launch, Wholesome! is releasing an Organic Coconut Palm Syrup and a larger, 24oz bottle of its popular Organic Honey.
The challenge: Though a category leader, the brand, formerly known as Wholesome Sweeteners, faced a number of branding dilemmas, the most critical being its limited brand awareness. Consumer research proved many people thought the brand was a private label brand and, when prompted, struggled to remember the brand name. Ready to expand its target audience and compete against natural and conventional competitors at shelf, Wholesome! needed a strategic brand makeover that would build the strength of the brand.