Simply Organic Brand Refresh

After 20 years as the leading all-organic seasonings brand, Simply Organic needed modernization to more effectively compete across multiple subcategories.

 
 

Grounded in consumer research, the brand refresh solidified Simply Organic as the always-organic category captain with an elevated identity and packaging design update that retained core equities.

Key areas of leadership:

  • Developed and managed project against project brief, budget and timeline

  • Led internal project financial analysis, including capital expenditure request and obsolescence management plan

  • Led request-for-proposal and branding agency selection process

  • Partnered with research consultancy to field quantitative and qualitative consumer studies

  • Managed branding agency and internal feedback throughout project

  • Led go-to-market strategy, including trade communication and consumer advertising campaign

  • Developed brand strategy foundation materials, including brand platform, consumer persona, communication strategy and social media pillars

  • Leveraged positioning and consumer work within brand selling materials

Key results (to date): 

  • Expanded mainstream distribution for bottled spices and vanilla

  • Seasoning mix line accepted at tier 1 customer based on new packaging

  • Testimonial

    Katie’s management of the Simply Organic Brand Refresh project was a daunting task. There were many stakeholders involved in this project, all with a strong opinion about updating the company’s legacy brand. Katie was thoughtful and levelheaded throughout the process, using quantitative and qualitative research methods, her gut instinct, and her deep understanding of the Simply Organic consumer to guide decisions. She was a good listener but also a firm leader to make sure the project stayed on brief, on budget and on time. The resulting brand update continues to wow the brand team, and the positive brand performance and growth is proof that consumers agree!

    Laura Kuykendall, Senior Vice President of Marketing, Frontier Co-op

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