James Wilson, Managing Director, Maketu Pies
Graphic Design Council applied it’s BrandLogic™ design process and discovered they had become vulnerable through having a flat product strategy and were at the whim of the market players.
The problem was countered by uncovering a powerful brand story along with defining and designing a coherent multi-brand structure.
Maketu Pies are now in a much stronger position to grow their business by way of a brand structure that is easier to identify and sell their core benefits resulting in receiving strong sales and interest in domestic and international markets.
In James Wilson's words "If we hadn't invested in getting our brand fully sorted then I would have serious doubts as to how the recession would have impacted on us - we're brand solid now and have a great platform for future growth."
Maketu have regained control of their brand and added further valuable brands to the stable.
Profit margins have increased appreciably leading to the need to build a new factory to cope with demand.
Not a bad result in the midst of recession.