The Insight & Execution:
The spark of an idea existed right in the name, as well as in a few brand assets the client already provided. This project really came alive, though, when I was talking with our designer on the project and he said, “There are all these different facets to the product. It would be cool to map them.” That got us thinking about the maps we’d see at the beginnings of epic fantasy books, and then it hit me: the client wanted a brand story. So instead of a brand book, why not give them a brand storybook?
With that framework in mind, I wrote the story of Alchemy Peppers, in which their consumers were the protagonist, and Alchemy Peppers was the wise sage calling them to explore a world of flavors (Joseph Campbell’s Hero with a Thousand Faces for the win!).
Then, I worked with that rockstar designer to make sure the copywriting worked with the masterpieces he was creating (and with our planner to ensure the major strategic ideas worked seamlessly with the creative we were after).
Brand Story Gold for Alchemy Peppers
When this hops-infused pepper sauce asked for help creating compelling brand storytelling, I went back to Jungian archetypes to whip up a spicy idea that positioned them as a wise sage to adventurers exploring a new world of flavors.
The Result:
The end product was a kickass pepper sauce storybook infused with a unique, magical flavor—not to mention essential strategy and samples of how this branding would look in action as paid media. We also got that amazing fantasy map in there, and character designs to represent the multiple product lines that Alchemy Peppers was planning to release.
The day we presented the deliverable, I finished reading and the client took a beat, then said, “I could listen to you read that all day.”
And that was the true result: irresistible branding the client couldn’t wait to go to market with.
Agency: Rebel
Project: Alchemy Peppers Brand Storybook
Designer: Ryan Edgeley
Creative Direction and Copywriting: Yours Truly