brand strengths & optimisation
Identity & Essence
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Freja leans into the brand’s Scandi provenance. Consistently voted one of the happiest countries in the world, Norway has the lowest use of antibiotics for food-producing animals in Europe.
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The brand is positioned around the idea that Freja natural Norwegian Bone Broth provides ‘a better life, filøsofi” & is on a mission to help people live well, respect nature and eat happy.
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Clean labelling, has the highest nutritional content in its category, and of course, not UPF.
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Bone broth is high in protein, high in collagen, good for weight loss and muscle building.
Positioning & target market
The exponential nature of the projected growing market indicates marketing huge potential.
In addition, when considering that collagen consumed orally (instead of pill form) can be absorbed up to 20X more, the leverage opportunity for food & beverage brands is excitingly substantial.
When considering the target market, and positioning decisions, the motive for consumers is crucial. 68% of Freja customers buy their produce for its functional and nutritional benefits, rather than the other 32% who deem it a traditional cooking ingredient, much like a stock. This can be useful when thinking about packaging and shouting their USP to the world (nutritionally conscious product!).
Packaging
Concentric circle providing range contingency
Geometric shapes - simplistic and easy to read
Simple design conveys transparency
Colour palette is warm and vibrant
Colours of the raw product
Adjacent colouring
Varied colour palette - easily identifiable products on the shelf
Mixture of textured and solid planes
Optimisation
2023 Rebrand
A very successful creative rebrand. From the brand name change to project the Norwegian identity further, to the empty space to allow to design to ‘breathe’, the product is striking, fun, and inviting - while maintaining a sense of vitality and functionality. Perhaps given that it ranks top in terms of nutritional content in its category, and a USP of high collagen and protein rich, they could shout this more in marketing and packaging. Quite frankly however, this product sells itself on integrity to its positioning and clear range design.
Social media marketing
I recently wrote to Freja Foods with a new marketing plan for their bone broth range. As an existing customer, I had the interesting position of prior faith in the product, but dissatisfaction with the marketing strategy I could see.
The branding and packaging for this product is outstanding; the consistency throughout the products and beautiful design makes for a premium looking food product that fits into the high end of health foods. It is extremely marketable for large retailers and appeals to a UK audience due to its modesty and ‘wholesome’ portrayal. This is where I took issue - the business has been using social media (Instagram, Facebook, google ads) to showcase testimonials from ‘everyday customers’ shot in the comfort of their homes.
To no fault of the consumers themselves, the sponsored video advertisements that have aligned with my Instagram algorithm look shoddy, misplaced and do no represent the brand fairly. Ironically, I would say they are somewhat detrimental to the overall marketing strategy, as faith and belief in the product is hindered. Yes, some might say that personal reviews and accounts can resonate with potential customer markets as it shows real-life product integration and a degree of integrity, but given the nature of the premium products, this seems misaligned.
Instead, I’d position a reputable ‘influencer’ who presents an image of health and wealth - somebody like Dr Tim Spector, perhaps. This, long-term, might drive more consistent customers and put Freja on the map as a household brand.
