So part of what I want to do with this blog is to share companies that I feel have got it right with their branding and marketing strategies and why and how I think they're particularly interesting or innovative. I'm starting with Graze because I feel like they're doing something really fresh and exciting.
Founded in 2008, Graze has grown rapidly in a very short space of time. It's a simple concept: one box, four pouches of goodies that changes each time. Nutritious, varied, stress-free snacking. It's not a cheap product at £3.89 a time, but the quality of the food and the service is what makes this basic idea have widespread appeal.
They initially targeted offices - their ideal customer being people
who sit at desks all day and want an alternative to snacking on
unhealthy food. This enabled them to build up a network of people who could be
seen to be enjoying the product and would spread the message to their colleagues, but the little box has since become a great success with other groups, particularly with students.
The name fits with the simplicity and originality of the brand, as does the catchy tagline, 'Nature Delivered'. The packaging feels expensive and the design cashes in on the modern need to have expensive and quirky looking things for the sake of having them (eg. I could go buy a pack of Tesco own brand raisins and cashew nuts... or I could get this uber cool box thing that will make people like me more). The tv advert makes the food look out of this world with deep, indulgent colours. And the music and style of voice-over reinforces the quirky uniqueness of this brand.