Meeting needs
Influences like ‘Master Chef’ and ‘MKR’ are encouraging people to think about their consumption habits and experiment in their kitchens.
As the Australian palate continues to become more sophisticated – Pacific West has responded by developing brands and product extensions that meet contemporary consumer desires.
uberbrand worked with Pacific West to develop a brand portfolio that reaches a diverse range of business customers, as well as consumers through Australia’s complex retail distribution marketplace.
Ultimately establishing leadership in highly fragmented and competed categories.
Extending the product
By separating the brands across distribution channels, we’re able to expand product portfolios and reach consumers in different ways.
The brand architecture helps Pacific West to distribute products across the category via brands and product extensions through distributors including food service and retailers like Woolworths and Coles.
Strategy
Brand research, brand strategy, brand architecture & brand portfolio, value proposition development and brand naming.
Design
Logo development, visual identity systems, brand guidelines, brand management, collateral production and rollout.
Digital
Ideation and innovation, User experience design, Website design and development and Digital marketing and automation.
Communications
Communication strategy, communication guidelines, tone of voice systems, key content, taglines & external positioning, brand narratives & stories, copywriting and content creation.
Evolving the brand
Complicated by the Australian consumer distribution market, which is dominated by a duopoly.
Not only did we need to consider changing consumer habits, but also deliver strategies that meet different and competing consumer distribution channels.
Consequently, the brand Ocean Chef was developed and initially positioned as the premium frozen seafood choice.
From this initial launch, we introduced product tiering that allows Ocean Chef to stretch into coated everyday frozen foods as well as pre-prepared frozen meals.
Separately, the Pacific West retail brand was evolved similarly to access this emerging consumer trend for Coles.
"We partnered with uberbrand over many years, developing the Pacific West brand portfolio across food service and into retail. Establishing our brands as leaders that today dominate the category in store."
