Goal : Design a trade show booth that activates the brand purpose. Creates an experience that elevates the category and is relevant to an emerging market. Do not go over budget.
Leave visitors inspired to incorporate the products into their daily eating routines.
Brand : Jeff’s Naturals® (A Mezzetta® brand), an all-natural line of olives, peppers, and vegetables.
Method : Express a new unique positioning through a revitalized booth experience. Anticipate what do we want our consumers saying about the Jeff’s Naturals brand after the experience and frame accordingly.
For years the Jeff’s Naturals booth at Expo West was a family affair: a simple, low-cost presence that communicated an intimate company feel but didn’t instill long-term trust for retailers looking for growth opportunities within the natural olives and peppers category.
Must haves :
• visually/structurally unify all booth elements,
• improve the visitor flow,
• make it sanitary and ergonomic,
• create an experience.
original booth
Positioning :
I developed a series of three creative territories that reflected the brand pillars;
1 discovery,
2 curation,
3 transparency.
Though all these concepts could work, picking the one that leads the booth experience was critical for clarity of messaging hierarchy and visual tone. All three concepts included sample copy, tasting, take-away ideas and interactive components.
DISCOVERY AND EXCITEMENT (INSPIRATION): Jeff’s Naturals has inspired me to think differently about the products they offer. I had no idea how versatile their products are and how they add so much color and flavor. Their creative and fresh approach to adding flavor to my food improves my eating experience everyday.
CURATED (AUTHORITY): Jeff’s Naturals has educated me on the deep relationship and connection between their sources and products that provides optimal flavors. I can trust that these products are of the highest quality and flavor based on the company’s approach. I now have the ability to make an educated choice when purchasing these kinds of products.
TRANSPARENCY/CLEAN (TRUST) : I trust Jeff’s Naturals, they have nothing to hide and deliver an honest, flavorful product. I actively seek out products with this kind of transparency, I appreciate this kind of honestly when considering what I feed my family and friends.
The executive team chose INSPIRATION – this territory had the most value to the current business objective of generating trial, especially important in a low velocity CBG category.
The final assembled both:
• clear branding,
• visual culinary inspiration,
• clean and inviting flow,
• all supporting collateral and props amplified the concept,
within budget.
Supported by all collateral, the brand ambassadors communicated creative opportunities and product benefits through inspired culinary ideas. Educating visitors on the variety of culturally diverse foods that paired with the products which brought a fresh take on the dated category created excitement and relevance.
final booth
booth video
(Note: as of 2019 Jeff’s Naturals had been renamed as Jeff’s Garden)
