The organic brand Patience reinvents itself with SourCran, flavored sour cranberries, competing with the best sour candies to broaden its reputation and attract a wider audience. Patience told the agency Family the mission to redefine its positioning, its packaging platform and all of its marketing practices.
“We wanted to stand out from what is done on the traditional cranberry market by migrating our small berry towards an innovative and growing category: the snack that combines pleasure and benefits,” explains Caroline Mironvice president of marketing, innovation and retail sales of Golden Fruit. With a consumer looking for bursting flavors and textures, SourCran embodies the perfect balance.”
The SourCran platform marks the first step in a system where each Patience product has a distinct voice while harmonizing the whole. The new visual universe includes a rounded logo reminiscent of the shape of the cranberry, vibrant graphic elements reflecting the flavors offered, and a mouth illustrating the bright taste of the snack. The round window, still evoking cranberry, will serve as a visual link between all of Patience’s innovative ranges.
“Fresh and vibrant: the brand platform is a perfect fit with the products,” says Marie-Ève Caronfounder and brand strategist of Family. Packaging plays an important role in the success of a brand, as it helps increase brand awareness and visibility on the shelves.”
SourCran’s packaging is designed to attract attention and stand out. Each flavor is represented by a unique fruity taste, helping consumers navigate the offering. To achieve this strategy, La Famille collaborated with Caroline Reumont to artistic direction and Cecilia Castelli to the illustration. The “Real Cranberries. Real candy taste. It’s certain.” is available in video and impact display, and will be broadcast on Netflix in Quebec and on CTV in the United States this spring, aiming to reach consumers in these growing markets.
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Credits:
Client: Fruit d’Or / Patience
VP marketing, innovation and retail sales: Caroline Miron
Marketing Director: Sonia Choquette
Main Retail Brand Manager: Janick Masse
Agency: La Famille
Strategy: Marie-Ève Caron
Creation: Caroline Reumont
Illustrations: Cecilia Castelli
Photographs: Valérie Derome-Massé
Edited by: Kristina Landry, Pip Scowcroft, Mélanie Franz
Media placement: Espace M
Digital design (video): Nicolas Boissy
Motion design: Antoine Foisy
HTML animation: François Genois
Production: Steve Desmarais
Campaign portfolio photography: Vincent Castonguay
