One of the main challenges we faced in our work with Krumbs was positioning the brand in a highly competitive industry. The baked goods industry is saturated with products that have not only ruined the taste and desirability of dough-related products, but also had a negative impact on our wellbeing and the earth's resources. It was important for us to find a way for Krumbs to stand out among the competition and be seen as a leader in the industry.
In addition, we had to keep in mind that the industry is highly commoditized and the customer is looking for something unique and special, therefore we had to focus on the convenience and indulgence of freshly made bread at home while also promoting their efforts to reduce food waste.
We created a challenger brand that is both eye-catching and tasty, positive and human, highlighting the convenience and indulgence of freshly made bread at home while also promoting the company's efforts to reduce food waste. To achieve this, we collaborated closely with the Krumbs founding team and conducted primary and secondary market research to gain a deeper understanding of the market and potential customers.
Finally, we had to find the right packaging design agency that would be able to capture the essence of the brand and help us to execute our vision. We were fortunate to be able to partner with MILK, a renowned packaging design agency, which helped us to create a design that was simple, elegant, and focused on natural elements, with a color palette that evokes warmth and comfort.
"Collaborating with Philip on Krumbs' branding was a delightful experience. Philip's market savvy and ability to bring our vision to life with a compelling and impactful message was crucial. He not only has expertise and experience, but his relaxed demeanor made the project effortless and enjoyable. We are very happy with the outcome and couldn't be more satisfied with Philip's work."
Julius Rüßmann
Co-Founder
Brand & Design Strategy
Photos & Messaging
Go-to-Market Strategy
