After launching his premium bean-to-bar brand of chocolate, Scott Witherow realized that the brand positioning, packaging, product launch communications program and event marketing plan needed to be re-worked in order to better reach the target market. The brand aesthetic was originally developed to communicate a sophisticated southern sensibility, in turn conveying the use of premium ingredients, the labor-intensive production process, and a deep-rooted attention to tradition. This approach, however, was not applied consistently across the gamut of branded materials, resulting in ineffective expression. Additionally, there wasn’t a strategic marketing and communications plan in place, stunting the growth of brand awareness and loyalty. The brand, while mostly appealing to retail buyers and consumers in the Southeast, had legs. Witherow wanted to see existing products distributed and sold to retail outlets and consumers nationwide, but had a keen interest in launching new products simultaneously.

After launching his premium bean-to-bar brand of chocolate, Scott Witherow realized that the brand positioning, packaging, product launch communications program and event marketing plan needed to be re-worked in order to better reach the target market. The brand aesthetic was originally developed to communicate a sophisticated southern sensibility, in turn conveying the use of premium ingredients, the labor-intensive production process, and a deep-rooted attention to tradition. This approach, however, was not applied consistently across the gamut of branded materials, resulting in ineffective expression. Additionally, there wasn’t a strategic marketing and communications plan in place, stunting the growth of brand awareness and loyalty. The brand, while mostly appealing to retail buyers and consumers in the Southeast, had legs. Witherow wanted to see existing products distributed and sold to retail outlets and consumers nationwide, but had a keen interest in launching new products simultaneously.

After launching his premium bean-to-bar brand of chocolate, Scott Witherow realized that the brand positioning, packaging, product launch communications program and event marketing plan needed to be re-worked in order to better reach the target market. The brand aesthetic was originally developed to communicate a sophisticated southern sensibility, in turn conveying the use of premium ingredients, the labor-intensive production process, and a deep-rooted attention to tradition. This approach, however, was not applied consistently across the gamut of branded materials, resulting in ineffective expression. Additionally, there wasn’t a strategic marketing and communications plan in place, stunting the growth of brand awareness and loyalty. The brand, while mostly appealing to retail buyers and consumers in the Southeast, had legs. Witherow wanted to see existing products distributed and sold to retail outlets and consumers nationwide, but had a keen interest in launching new products simultaneously.

After launching his premium bean-to-bar brand of chocolate, Scott Witherow realized that the brand positioning, packaging, product launch communications program and event marketing plan needed to be re-worked in order to better reach the target market. The brand aesthetic was originally developed to communicate a sophisticated southern sensibility, in turn conveying the use of premium ingredients, the labor-intensive production process, and a deep-rooted attention to tradition. This approach, however, was not applied consistently across the gamut of branded materials, resulting in ineffective expression. Additionally, there wasn’t a strategic marketing and communications plan in place, stunting the growth of brand awareness and loyalty. The brand, while mostly appealing to retail buyers and consumers in the Southeast, had legs. Witherow wanted to see existing products distributed and sold to retail outlets and consumers nationwide, but had a keen interest in launching new products simultaneously.

After launching his premium bean-to-bar brand of chocolate, Scott Witherow realized that the brand positioning, packaging, product launch communications program and event marketing plan needed to be re-worked in order to better reach the target market. The brand aesthetic was originally developed to communicate a sophisticated southern sensibility, in turn conveying the use of premium ingredients, the labor-intensive production process, and a deep-rooted attention to tradition. This approach, however, was not applied consistently across the gamut of branded materials, resulting in ineffective expression. Additionally, there wasn’t a strategic marketing and communications plan in place, stunting the growth of brand awareness and loyalty. The brand, while mostly appealing to retail buyers and consumers in the Southeast, had legs. Witherow wanted to see existing products distributed and sold to retail outlets and consumers nationwide, but had a keen interest in launching new products simultaneously.

When Green Olive was presented with the challenge to design new packaging, marketing collateral and a website (complete with an online store) that communicated a compelling unified voice, as well as handle marketing and public relations on a national level, we jumped at the opportunity.

The Green Olive design team focused on a comprehensive approach, emphasizing brand elements which best conveyed the products’ individual personality. We worked to communicate the brand story and message throughout all applications, including seasonal wrappers for consumer products, an eCommerce website, corporate gift packaging, media kit design, custom labels for resale by brand champions such as Gwyneth Paltrow (GOOP.com) and Arnold Myint (of Top Chef fame), embroidered patches, and custom gift certificates. While consistency was important during this period of consumer growth and product launches, we strove to provide the client with unique solutions for each design problem. Green Olive acknowledged that each visual impression played an important factor in the consumer’s buying decisions, and aimed to gain the end-user’s confidence via attention to detail, consistent messaging, and overall smart design.

Alongside our designers, our marketing and communications team set the product launch and media campaign wheels in motion, utilizing a strategic approach. Development and refinement of the brand message was our first undertaking, paying particular attention to the distinctive qualities (hand-crafted, bean-to-bar, southern artisan) of the chocolate. Through research, we carefully curated a list of key influencers, publication editors and writers to share our message with. Each of these contacts were individually pitched and sent product samples; not only did we tell Olive & Sinclair’s unique story, but we also urged people to taste the difference for themselves. Our team continued to foster relationships by pitching the client for participation in multiple nationally-focused culinary and beverage events, including the Atlanta Food & Wine Festival, the Charleston Food & Wine Festival and the Scottsdale Culinary Festival. Olive & Sinclair trusted our ability to provide recommendations for involvement, and coordinate seminar and sampling opportunities.

With each new unit opening, Green Olive Media tailored a series of special events to introduce the Holler & Dash brand to the market while creating impactful relationships with potential customers and brand ambassadors. For each strategic activation, the Green Olive Media team spearheaded all aspects of event facilitation including market research, curating a target guest list of press representatives and influencers, invitation outreach and RSVP management, sourcing and securing vendors within a given budget, run-of-show creation, and day-of facilitation including event management.

When Green Olive was presented with the challenge to design new packaging, marketing collateral and a website (complete with an online store) that communicated a compelling unified voice, as well as handle marketing and public relations on a national level, we jumped at the opportunity.

The Green Olive design team focused on a comprehensive approach, emphasizing brand elements which best conveyed the products’ individual personality. We worked to communicate the brand story and message throughout all applications, including seasonal wrappers for consumer products, an eCommerce website, corporate gift packaging, media kit design, custom labels for resale by brand champions such as Gwyneth Paltrow (GOOP.com) and Arnold Myint (of Top Chef fame), embroidered patches, and custom gift certificates. While consistency was important during this period of consumer growth and product launches, we strove to provide the client with unique solutions for each design problem. Green Olive acknowledged that each visual impression played an important factor in the consumer’s buying decisions, and aimed to gain the end-user’s confidence via attention to detail, consistent messaging, and overall smart design.

Alongside our designers, our marketing and communications team set the product launch and media campaign wheels in motion, utilizing a strategic approach. Development and refinement of the brand message was our first undertaking, paying particular attention to the distinctive qualities (hand-crafted, bean-to-bar, southern artisan) of the chocolate. Through research, we carefully curated a list of key influencers, publication editors and writers to share our message with. Each of these contacts were individually pitched and sent product samples; not only did we tell Olive & Sinclair’s unique story, but we also urged people to taste the difference for themselves. Our team continued to foster relationships by pitching the client for participation in multiple nationally-focused culinary and beverage events, including the Atlanta Food & Wine Festival, the Charleston Food & Wine Festival and the Scottsdale Culinary Festival. Olive & Sinclair trusted our ability to provide recommendations for involvement, and coordinate seminar and sampling opportunities.

With each new unit opening, Green Olive Media tailored a series of special events to introduce the Holler & Dash brand to the market while creating impactful relationships with potential customers and brand ambassadors. For each strategic activation, the Green Olive Media team spearheaded all aspects of event facilitation including market research, curating a target guest list of press representatives and influencers, invitation outreach and RSVP management, sourcing and securing vendors within a given budget, run-of-show creation, and day-of facilitation including event management.

When Green Olive was presented with the challenge to design new packaging, marketing collateral and a website (complete with an online store) that communicated a compelling unified voice, as well as handle marketing and public relations on a national level, we jumped at the opportunity.

The Green Olive design team focused on a comprehensive approach, emphasizing brand elements which best conveyed the products’ individual personality. We worked to communicate the brand story and message throughout all applications, including seasonal wrappers for consumer products, an eCommerce website, corporate gift packaging, media kit design, custom labels for resale by brand champions such as Gwyneth Paltrow (GOOP.com) and Arnold Myint (of Top Chef fame), embroidered patches, and custom gift certificates. While consistency was important during this period of consumer growth and product launches, we strove to provide the client with unique solutions for each design problem. Green Olive acknowledged that each visual impression played an important factor in the consumer’s buying decisions, and aimed to gain the end-user’s confidence via attention to detail, consistent messaging, and overall smart design.

Alongside our designers, our marketing and communications team set the product launch and media campaign wheels in motion, utilizing a strategic approach. Development and refinement of the brand message was our first undertaking, paying particular attention to the distinctive qualities (hand-crafted, bean-to-bar, southern artisan) of the chocolate. Through research, we carefully curated a list of key influencers, publication editors and writers to share our message with. Each of these contacts were individually pitched and sent product samples; not only did we tell Olive & Sinclair’s unique story, but we also urged people to taste the difference for themselves. Our team continued to foster relationships by pitching the client for participation in multiple nationally-focused culinary and beverage events, including the Atlanta Food & Wine Festival, the Charleston Food & Wine Festival and the Scottsdale Culinary Festival. Olive & Sinclair trusted our ability to provide recommendations for involvement, and coordinate seminar and sampling opportunities.

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media