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SPECIALITY FOOD SUCCESS
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How does a tiny liqueur infused ice cream and sorbet company battle for shelf space along side industry leaders?
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Sheri Tate, the owner and founder of Silver Moon Desserts, is a skilled artist creating
delectable desserts for your palette. She makes liqueur infused ice creams and sorbets
that are truly unforgettable.
Since 2005, Silver Moon had been building and growing with a few commercial distributions.
Now the time had come to push through and make a big statement at the Fancy Food Show
2009 at the Moscone Center in San Francisco, where hundreds of retailers and distributors
would see and taste Silver Moon products for the first time. Hellbent Marketing was asked to
rebrand Sheri’s products and create a new tagline to give her business the boost it needed.
But how exactly could Sheri set herself apart from the rest of the competition–the likes of
Haagen Dazs and Ben & Jerry’s that have been around far longer than Silver Moon Desserts?
The Packaging “Experience” Solution
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The above is a flash homepage utilizing the black and white photos
used on the packaging. Besides creating the visual tie-ins to what
the consumer sees in the retail environment, the web draws the
viewer into the emotionally charged experiences depicted.
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Sheri Tate knew the value of compelling packaging, "I needed a way to draw
in the consumer, so that once they tried one of the desserts they would fall in
love with it. The packaging had to be fantastic."
Hellbent understood the packaging needed to be as visually beautiful and
unique as the ice creams and sorbets were themselves. Hellbent used the
idea of “Experience Heaven on Earth” as a direction and tagline for the
rebranding. The product would itself not be shown on the containers as many
of the competitors did. Instead, Silver Moon packaging would evoke an experience
of a beautiful memory with each flavor having a different image on the
container. Sheri gave Hellent the necessary design creativity and freedom to
make her product jump out from the competition on the shelves and all brand
touchpoints with the new logo design, website and collateral materials.
Results from the rollout of the new packaging and rebranding of the company
were profound. Silver Moon Desserts won the Silver Star award for Best of
the Show Products from the 2009 Winter Fancy Food Show; increased its
distribution within gourmet markets by more than 4 times; doubled regional
distribution of small specialty markets and gained the attention of local
gourmet chefs, country clubs, and restaurants as well as national exposure.
Sheri understood the power of the package, “No matter how great your
product tastes, the packaging needs to call out to the consumer in a
distinctive voice– to be picked up and purchased. Hellbent did their job and
made my ice creams and sorberts stand out and get noticed! They did
fantastic marketing and design and I couldn’t be happier.”
Download PDF Here
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Direct mail postcard showing the packaging next to images of the product.
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