Upland

We collaborated with Strauss to launch an innovative snack brand in the U.S. market. With their all-new freeze-drying technology that maximized nutrition retention, Strauss was positioned to truly disrupt the functional, healthy snack landscape.

Capabilities

Idea Development
Positioning
Naming
Consumer Research
Brand Creation
Packaging Design

Challenge

Strauss had a delicious, freeze-dried snack comprised entirely of vegetables, fruits, seeds, and nuts. But U.S. consumers generally have low expectations for both taste and texture in freeze-dried foods, which tend to be bland and single-ingredient. With this product’s great flavor, sensory experience, and immunity-boosting ingredients, there was an opportunity to launch an exciting new snack brand that would be truly unique in America.

Action Taken

DuPuis partnered with Strauss to develop positioning and naming options from which we could create consumer-facing concepts for testing. After conducting total-product-offering consumer research, DuPuis finalized the positioning (emphasizing joy and immune system support), named the brand Upland, then designed a brandmark and packaging, with original photography from our studio. We followed that with a communications creative idea and social media strategy with assets, designed the brand’s website, and served as partners in ideation for where the brand could stretch to next.