Frequent Collaborators

Sam Shannon from Sam Shannon // SKS Studios

Dressd

Objective: How do you launch a brand new and totally unknown product into a crowded market with an extremely limited budget?

Dressd is a new and exciting salad dressings company based in London. The dressings are completely naturally made with no artificial coloring or additives. Not only that but they taste delicious and are incredibly versatile. Offering three flavors, Cucumber and Basil, Roasted Red Pepper and Cayenne, and Beetroot and Horseradish, Dressd is here to help give your taste buds a punch.

Audience

Dressd has three main audiences:

Primary: ABC1 men and women aged 24-40. Working professionals looking for a trendy alternative to eating well without the hassle.
Secondary: ABC1 men and women aged 18-23. University students looking for a way to eat well with little to no knowledge of how to cook for themselves.
Tertiary: ABC1 men and women aged 41-60. Health and body conscious individuals interested in trying something new.

All three audiences have an overlapping characteristic: they're time-starved individuals interested in health without compromising on taste and they're bored with the current options out there that in some way achieve these goals. Dressd is the answer.

Key Insight

When people go food shopping, they use their senses to decide what besides their usual grocery list of milk, bread and eggs, looks good enough to eat. That lettuce looks so crisp and crunchy. Those peaches smell unbelievably sweet. The avocados feel perfectly ripe. These senses trigger reactions where if positive they will likely buy the product and if negative they will likely not. However, some senses are stronger than others. For example - if you smelled bacon while walking down the street but then saw that it was a rotting hamburger on the ground you (hopefully) wouldn't pick it up and eat it. Alternatively, if you smelled bacon while walking down the street and then saw that it was coming from a nice restaurant, you might go in and order something. Appearance is crucial. Particularly when it comes to food, studies have actually shown that color in fact can have a large effect on perceived taste, even if the person has never smelled, touched or tasted the product before.

Think about the many wine drinkers in the world who know absolutely nothing about wine. How do they choose a bottle in a wine store full of options that are seemingly the same? After narrowing the options due to price, they choose based on the appearance of the label. The better the label, the better the wine - it's a halo effect.

Strategy

Use the colors of the dressings to render a halo effect. The colors of the dressings embody vibrancy, health, quality and personality, all of which translate into good taste.

Design Look and Feel

The Dressd brand image is vibrant and punchy--just like its products--with simple labeling to accentuate its overall ease of use. The product has a really lovely premium feel to it.

Tone of Voice

The dressings carry a lot of personality on their own and while we wanted to maintain that throughout the brand, we wanted to do it in a way that wouldn't come across as gimmicky. The tone of voice is playful, even tongue in cheek on occasion, but more than anything, it's punchy to its core.

Social Media Presence

Social media is Dressd's main source of publicity because of its shareablity. Dressd customers particularly love Instagram and Twitter, where they can see the versatility of the dressings in action and engage with the brand.