Brand Identity and Website copy - Zaffràn
Andre Piti
The Client
Zaffràn is a saffron brand that offers high-quality and high-value products. They have an eco-sustainable work chain that goes from hand-harvesting to national distribution.
Project Overview 🔎
I gave life to this Italian niche brand in the food industry, taking care of the naming, claims, value proposition, website copy and helping set up the entire business model. Working together with a developer, a UX designer, and a brand specialist, we have built a brand identity for Zaffràn and launched it into the Italian market.
The brand functions as an e-commerce for the B2C model, but also offers personalized services (from long-term supply to culinary coaching) for Businesses.
Challenges ⚔
The major challenge that many new businesses share is positioning the brand in the market and starting to generate revenue fast.
To address this call, we have established a Unique Value Proposition based on two characteristics:
🟩 The high quality and flavor of the saffron (deriving from the limited, hand-production)
🟩 The eco-sustainability of the product, as it's harvested with no chemicals and with green cultivation techniques.
The whole identity and communication were built around these two core points, focusing the pay-off on an undeniable benefit for consumers: health and well-being.
Results 🏁
The result was a highly-valued product directed to two Buyer Personas:
🟦 The big-spenders of the food industry, who are not only looking for quality in flavors, but also ready to invest to stay healthy through nutrition and other aspects of life.
🟦 Restaurants and food re-sellers, specifically those that offer high-cost meals, as well as the ones that organize food tasting events, sampling, cooking experiences, and cooking classes.
Takeaways 🚩
- Traditional website & e-commerce set ready to go in 2 months of cumulative work
- SEO optimization completed to position the website
- Planning & Material created to start B2B collaborations
- Guidelines and tools provided to monitor leads and track sales efficiently
- Set the basis to start digital advertising
2022
