— WHAT I DID
Research & findings report
Strategy & positioning
Brand guidelines & messaging platform
Retail packaging copy
Sales & marketing materials
IA & content hierarchies
Content development
— TOOLS
Google Docs
Squarespace
Mailchimp
Basecamp
— FOR HOW LONG
1 year
sweetzels
If you’re from Philly, chances are you’ve spent many chilly autumn nights wrapped in blankets, watching horror movies, and snacking on a black-and-orange box of Sweetzels spiced wafers. As a Philly native myself, it felt good to have a hand in this local tradition. Our collaboration with Sweetzels first began by updating the messaging and the look and feel of the sales booklet they distribute to bulk buyers.
The challenge? Despite this small-town cookie brand outselling big names like Oreo during the fall season, other markets were completely unaware of their name. Taking a chance on an unfamiliar product is bound to make any wholesale buyer nervous, so we used impressive sales data and a compelling brand story to communicate the market opportunities.
After developing the sales experience through marketing materials, we then updated their packaging and website to speak to both loyal snackers and buyers/customers from new markets.
The sales booklet led to a second project in which we evolved the packaging of Spiced Wafers and Sweetzels’ equally-delicious but lesser-known products. Because Sweetzels’ Spiced Wafers are so tied to autumn in Philly, we used design and messaging to evoke those sensory experiences – as well as a passion for quality ingredients and the personal touch of the family-owned business.
We then introduced the new product photography, emphasized the importance of quality ingredients and family tradition, included recipes, and created a more intuitive digital experience on Sweetzels’ site.
