Richard's Cajun Foods is a family run business based in South Louisiana and recently purchased by an equity firm with plans of national expansion and new product adjacencies. Over the course of their 30-year history, the Richard family has positioned their Cajun sausages and ready-to-eat meals as a favorite among Louisianans. FUSESENSE was brought in to lead the family and new management team in solidifying the brand architecture, positioning and messaging as the company prepared for a national launch.
STANDING OUT IN A CROWD
As Richard’s explored new markets, the amount of competition among brands labeled as "Cajun" became obvious. The reality of Cajun food and cooking, however, is often skewed by exaggerated influences. These misconceptions devalue authentic Cajun food and create resistance to trials. FUSESENSE’s task was to overcome these myths and position Richard’s as the authentic brand for flavorful, quality, Cajun meals.
Understanding The Process
In addition to executing in-depth industry research and analyzing market segmentation studies, the FUSE team donned lab coats and hairnets for onsite visits to the Richard’s processing plant. This gave us a deeper understanding of the commitment to quality that goes into Richard’s products and helped FUSESENSE develop messages that were truly authentic.
ADDING FLAVOR TO AN EXISTING BRAND
Over the years, the look and feel of the Richard’s brand evolved - a typical circumstance with many small businesses. FUSESENSE went back to the core of the business and its new owners to begin refreshing the brand by creating a full brand value architecture. This foundation brought sustainable consistency across all products lines. The elements of the brand value architecture include a new mission statement, vision statement, core values, brand essence, origin story, positioning statement, highest realm documentation and personality.
STIRRING UP THE LOGO
FUSESENSE created a variety of logo options - each building on the brand’s equity while adding a more versatile and modern look and feel. This approach allowed us to apply the logo more effectively across multiple media while allowing the flavor and spirit of the product could shine through.
VARIETY IS THE SPICE OF LIFE
FUSESENSE explored the visual aspects of advertising and incorporated a tagline to give Richard’s legitimacy as an authentic Cajun brand. FUSESENSE executed custom food photography for both fresh and ready-to-eat products to create an array of image options that excite the taste buds of consumers.
CAJUN MADE EASY
When purchasing food in the store, consumers strongly consider not only ease of preparation but also their own ability to actually prepare a meal as it is intended. To address these concerns, FUSESENSE highlighted Richard’s ease of preparation as well as connected the authenticity and comfort commonly associated with home-cooked meals to the brand.
With established and loyal brand advocates in Louisiana, Richard’s Cajun Foods' packaging was of secondary importance in its home market versus new markets. FUSESENSE redesigned packaging and label concepts to connect Richard’s to its Cajun roots. The new labels were meant to convey the simple hierarchy of messaging by clearly conveying the product's flavor, authenticity and quality in a very competitive market.