Chin-Chin

I revamped an ethnic snack brand to help it appeal to a larger American audience & retailers.

I was contracted to rebrand & develop a strategy to expand this 20 year old African snack company from smaller ethnic markets to major retailers, such as Whole Foods & CVS. 

The first phase was in-depth market & in-store research to determine new target consumers wants, parallel products aesthetics, & shopping patterns. The most notable observation was the minimization of “differentness” presented in newer foreign snack products that were trying to capture a larger market share. Second phase utilized this research to craft a new slogan, a series of new packaging iterations, new flavors, new copy, & new iconography to highlight the unique attributes of this addictive snack while maintaining a color palette & geometry related to the African origin of the snack. Third phase was a plan of action to produce content, enter trade shows, & to establish buyer meetings & in store tastings.