Gail's Good Granola is a small-batch, artisanal food brand. Gail loves to bake and her friends and family love eating what she makes. The brand should embody first and foremost how DELICIOUS the granola is. Second, the brand should reflect Gail's persona: Gail is a hip mother of three, she loves trying new restaurants and staying up on the trendiest consumer brands and technology. She wears All Birds, owns an iphone, is on Instagram. Most of all, she loves her family and wants to make sure they eat healthy and love what they eat.
With that in mind, unlike most granolas, which are purchased in the supermarket, Gail's will be direct-to-consumer. Consumers will navigate to a website (gailsgoodgranola.com) and purchase product via text message. When interacting with the brand, consumers will receive kitschy messages that you would typically get from your mother such as "Don't text while crossing the street" and "Make sure you're eating enough!". Packaging and brand identity should be premium, but fun, modern and sophisticated.
Other brands we find attractive include Blue Bottle Coffee, Peloton, All Birds, Dirty Lemon, Sir Kensington’s.