sauerkraut brand strategy
Hey there! Here is Phase 1 of my brand identity project. The goal is to develop a brand proposal for a hypothetical organization. After reviewing three possible directions, the decision was made to go with
Sauerkraut. I love sauerkraut and always thought I was pretty weird for loving it. Until I researched it and learned that actually the sour taste of fermented cabbage is popular all over the world--except in the U.S.!!
And since that's the case, patriotism played a big part in my presentation. America deserves to know what life is like on the other side. No longer should she be subjected to only two flavors, sweet and salty. The time for change is now. It won't be easy, America isn't use to sour things. But the health benefits make it well worth it.
Another aspect of this project was including the influence of four unrelated words/letters into the identity of our brand. It's called forced association. Well, I have those strips of paper around here somewhere...I remember what they were though. For my number, I got 1. For my animal I got parrot. For my letters I got G and H (I think). And for my element I got Gallium.
It seemed tricky at first, but actually it did help me to think differently about my brand. I researched gallium and found that before it was discovered, it was predicted by Russian scientist Dmitri Mendeleev who called it Eka-Aluminum. I really liked the idea of naming my brand something short and sweet since "sauerkraut" is a bit long. I looked into the word Eka and found that in many languages it means "1". So I called my brand Eka American Kraut Co. If I need it to, Eka can also stand for "Every Kitchen in America". Because sauerkraut should be in every kitchen in America. And just as there is one U.S.A., there is one American kraut company.
Another way to relate it I suppose is that Gallium was discovered by a French chemist by the name of Paul Emile Lecoq de Boisbaudran who claimed he named it after his homeland, Gaul--a region that existed during the Iron Age. Gaul spanned France, parts of Germany, parts of Italy and parts of Belgium. (Places that sauerkraut is popular) Some people however, argue that Lecoq did not name it after France, but rather, himself. The latin translation of Lecoq's name is gallus, meaning rooster. I mentioned that the animal I got was parrot. What I want for this brand is to be like the crowing of a rooster early in the morning, a signal of change, the time to open your eyes. Except that maybe this time it's the sound of a parrot, because today is different. Today is the day you eat Sauerkraut.
Well, it's a start at least. I've embedded two scribd files in here so you can see the presentation as it should look, and with the speaker notes.