CARVING CLARITY from the Middle
Even established companies need to refine thier story.
Rebranding
Brand Positioning
Marketing
Packaging
Advertising
Point of Sale
CARVING CLARITY
from the Middle
EVEN ESTABLISHED COMPANIES NEED TO REFINE THEIR STORY.
THE CHALLENGE
When a publicly traded company approached us in 2014, they had a strong product but a brand story that hadn’t keptpace. They engaged Rebox to rebrand their national meat snack line - sharpening their brand position, creating a cohesive identity, and building a strategy to fuel international growth. While we weren’t starting from scratch, we were stepping in midway through the brand’s lifecycle.
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THE 4,000,000+ units
Sold worldwide since rebrand
60+ SKUs
Sold worldwide since rebrand
48+ months
Sold worldwide since rebrand
THE APPROACH
Understanding the Market
Audits, research, and stakeholder interviews revealed inconsistencies and opportunities. We distilled three brand pillars: Proudly Canadian, Best Tasting, Higher Standards.
Positioning Around People
Instead of leading with product features, we built a brand story around “Canadian Camaraderie” - a human-centered narrative that connected emotionally with both consumers and retailers.
Packaging with Purpose
Photography, typography, and clean design tied the brand pillars together in a premium and cohesive system that stood out on shelf.
THE ACTIVATION
How the refined brand was launched into the world.
- Integrated campaign: sales tools, trade marketing, and POS materials
- Consumer-facing broadcast, print, radio, and social
- Coordinated efforts with distributors and retailers to create pull from both ends
THE IMPACT
The brand transformed from “me too” to market standout. Sales grew, new listings were secured, and demand increased. The refreshed brand attracted co-branding opportunities with a national brewery, a winery, a film distributor, and a junior hockey league.
"Rebox helped us build a brand that finally matched the strength of our product."
