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Background

Decadence is a Colorado based brand that sells a line of cheesecakes and savory spreads "in a jar."  A delicious product, however, not a product with a high demand.  The following is the re-branding of the entire Decadence brand with a focus on the savory spreads line.


Decadence:  Problems and Opportunities

As you can see below, Decadence products are all packaged in 4oz mason jars.  They are located in the freezer section with many unrelated products.  The packaging along with the in-store placement caused a lot of consumer confusion about the product.


To us, the jar now represented the manifestation of "the Founder's Curse."  The jar is what got Decadence off the ground, but now was the one thing holding the brand to it.  After finding out it wasn't about the jar, but what was in the jar, we thought, "where do we go from here?"  

My team and I dug into the history of Decadence and how it started.  Additionally, we checked into the industry & any competitors and found an open position for Decadence; pair the spreads with craft beer. Decadence's origin story and off-the-wall flavor combinations meshed perfectly with many craft breweries brands.  A big selling point was also craft beers' meteoric rise in the last few years. 

To test this idea, we visited multiple breweries in the Richmond area (best project ever) and talked to the regulars and bartenders.  They all seemed intrigued by the idea and that's when we knew we were on to something.

To test this idea, we visited multiple breweries in the Richmond area (best project ever) and talked to the regulars and bartenders.  They all seemed intrigued by the idea and that's when we knew we were on to something.


Strategy:  Decadence and craft beer is wine and cheese's cooler sibling.


Target Market and Retail Targets

Our main target needed to be adventurous, social and willing to try new things.  Using our own qualitative and quantitative research in conjunction with Mintel studies and Simmons, we narrowed our target down to Emily.

From there, we looked into where Emily hung out and grocery/beer shopped, and that led us to our retail targets.

Our copywriters (Nick Gelbard & Nick Robertson) and art director (Brittain McNeel) put together this video showcasing our target.


Creative:  New Packaging, In-Store and at the breweries

To eliminate the confusion the jar brought on, we decided to package the Decadence products in shrink wrapped plastic placed in a beautifully designed box.  With the savory spreads, we changed the product designation from "savory spreads" to "craft spreads."  Additionally, all of the craft spreads were renamed to match the eclectic names of brews in the craft beer industry.