Brand Architecture - Design Strategy - Focus Group - Naming Strategy - Visual Identity - Concept Development - Key Visual Development - Illustration - Graphic Design - Packaging Design - Artwork
Client: Vanreusel
Brand: Crispy Giant
Project: Mad Roosters
Family owned Vanreusel is the Benelux market leader in frozen meat-based snacks and out-of-home restaurants and snack-bars. Famous for their tasty fast food and huge variety of products, they bring novelty items to the market on a regular basis to surprise and delight their consumers. If you have ever lived in Belgium, Holland or Luxembourg even for a short period of time, it is highly unlikely that you have not already enjoyed a few of their products in either a durum shops, sandwich bars or friterie.
We were briefed to create a design for a new product in crispy chicken snacks. Working closely with the Vanreusel family and their marketing team, we hosted a workshop to outline the expectations of the business and explore longer-term opportunities in product development. We also worked with a focus group to define popular themes and product names to better understand consumer mindsets, lifestyles and Vanreusel consumption moments.
Our winning theme of “American Fried Chicken” was co-created with consumers and key insights around ‘when’ and ‘why’ our target audience most craved chicken snacks. The full line-up consists of 5 different crispy chicken snacks (bites, burgers, nuggets, sausages and XL sausages), all nicknamed by our focus group and scoring high in consumer testing.
We also identified a new target audience and type of product that Vanreusel is very excited to move forward with. Watch this space for more news to come!
