Nord Ferment
A fermentation house whose product outclassed everything around it on the shelf and looked like the cheapest thing there.
The problem
Nord sold into delis where the shelf does the selling. The labels were handsome up close and invisible from two metres, which is the only distance that matters.
What we did
A label system built to be read at range first and rewarded at arm's length second. One bold structural device across the range, with the detail carried in typography rather than illustration, so new flavours cost nothing to add.
Where it landed
They came for packaging and left with a position. The positioning work changed how the sales team pitches.