Case Study: Creating a Line of food packaging for a most unusual audience
When JetFoods approached us about naming, branding and designing packaging for their new line of products we said, “Sure.” When they told us they were marketing it to inmates in the prison system we said, “Really?” Who knew? Talk about a unique target audience!
“When we approached Naked Branding all we knew was that we had a tasty line of just add water and serve protein products that we wanted to market to the prison system. We needed a name, an identity and a package design to help us sell in to this unusual population.
Naked Branding went way beyond our expectations by taking the time to understand our audience and think through the psychological triggers that would encourage trial, purchase and repurchase. Naming the line JAWS allowed us to reinforce the ease of preparation and the alligator character gave us a relevant and memorable brand identity that will work hard for us for years. The package design is lively, masculine and uses vernacular that the inmate recognizes.
However, the package back they came up with was ingenious. Knowing that inmates have time on their hands and that product recommendations are really the only form of advertising in the system, Naked Branding recommended creating word games for the package back panels. The net effect was that the inmate spent more time interacting with the brand and would purchase the rest of the line to be able to complete the other games. The collected wrappers also give the products an opportunity to be seen and recommended by inmates encouraging others to purchase and enjoy.
The branding and packaging that Naked Branding created for us has helped us tremendously in building our business. We enjoyed experiencing their talent and ingenuity and so will you!”