Decadence Gourmet Cheesecakes, a local cheesecake and appetizer startup, came to us looking to create a new brand platform. The sky was the limit on what we could do with the brand with the one caveat: we couldn't change the name.
1. The brand had no equity in the Richmond community. It had been on shelves in local stores but didn’t sell.
2. People didn’t understand the product and the packaging didn't help clarify anything.
3. The brand identity didn’t have any differentiating qualities in the cluttered category of premium prepared foods.
We could have played it safe and created a new aesthetic for Decadence. Or we had the option to break the rules and give the client what they truly needed.
So we broke the rules.
We scrapped almost everything and started over.
The company started on a dare, so we harnessed that spirit while also capturing the owner's passion and enthusiasm. Our idea put all products on an equal playing field, provided a strong aesthetic, an even stronger brand voice and would make a lasting impression on the community.
With a strong case behind us we put Decadence out of it's misery and Double Dog was born.
And the client loved it.
Art Director / Elly Taura
Art Director / Geoff Castillo
Strategist / Newman Granger
Strategist / Ryan Snyder
Strategist / Andie Chahin
Copywriter / Elizabeth Daniel
Copywriter / Conor McCann
Creative Brand Manager / Davis Gouldin
Creative Brand Manager / Kate Sullivan
Creative Technologist / Duncan Hoge
Creative Technologist / Melody Song
In store mock up.
New brand logo