Cripps Nubake, Tasmania’s leading producer of baked goods, sought our assistance to reposition several of their bread brands. The first of which was a relatively obscure fruit loaf called Cafe Style. The initial task here was to address the name, messaging and new packaging.

The existing pack had two major flaws. Firstly, at a glance, it came across as more of a home brand and lacked the ‘look and feel’ befitting its quality and premium price range. Secondly, the name was presented as ‘Cafe Style FRUIT BREAD’ with ‘fruit bread’ by far the most prominent element on the packaging. We felt that focussing on the ‘fruit’ aspect wasn’t the way to go. Why? Because fruit is good for you. Great, but boring.

We wanted to position this bread as a treat, an indulgence, even. We believed the emphasis needed to be on ‘Cafe’. That’s where the emotion lay. That’s where the inherent benefit really is. A sense of occasion. A sense of destination. So we ended up focus testing the name ‘Cafe Kitchen’ in the belief that it was ‘bringing the two worlds together’ and that it would be almost like ‘a cafe at your place’.

The interesting reaction from research was that: ‘Cafe’ up nice and big in a ‘continental looking’ font was a good thing; however, actually using the word ‘Kitchen’ was a negative. Overwhelmingly, our female target audience felt it ‘suggested housework’ rather than relaxation. The name, and the packaging, needed to be ‘more aspirational’ as it turned out. So, out went the table cloth background design and in came the sleek granite bench top texture in a thoroughly modern kitchen!

And thus, as a direct result of these sessions, ‘Cafe Quality’ was born with a tone better suited to its marketplace. It was no longer a matter of ‘style’ alone; this product was now ‘your guilty pleasure’.

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