Willy Krauch Smoked Salmon
Situation
Willy Krauch has been a Nova Scotian tradition for over 50 years, when Mr. Krauch himself would hand deliver smoked salmon to your door. For the food connoisseur, Willy Krauch products are well known for their superior quality and taste, which is pretty impressive considering they’ve never branded or marketed themselves before. However with a growing stream of lower quality competitors, Willy Krauch and Sons needed a way to communicate their offering in an authentic way. The company also wanted to expand their sales into other regions and increase their margins through online sales.
Strategy
Through a formal brand discovery, we realized that time was Willy Krauch’s greatest asset. In what way? Time allows for the development of the art of perfecting an old-country recipe brought over from Holland by Willy Krauch himself. This is not fast food. Chopping the wood, seasoning, smoking and curing the fish – every step done by hand, every step remaining true to tradition, and every step requiring care and commitment. Time to get it right and patient in the knowledge that the pay-off is a consistent, quality product.
Solution
We communicated this brand strategy through a carefully designed identity that harkens back to the 50’s when Willy Krauch began the company. It says “quality” and “tradition” without being stale or needlessly old-fashioned. The website interface is simple and warm, with a focus on usability. Headspace contributed the branding and interface to this Electric Playground Media project.
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