Papacks
brand strategy | 2021
Papacks is a manufacturer and producer of plastic-free packaging with fiber casting made from renewable raw materials. The brief for this assignment was to provide solutions for the singular most pressing concern of the climate crisis- the accountability gap between sustainable intent and impact.
Deliverables: Cultural Audit, Audience Personas with Insights, Positioning Recommendations
Investigation and Challenge Framing
Audience Personas & Insights
Cultural Audit
Brand Ladder
Process
Frame the problem
• Desk research
• Review client materials
• Stakeholder questions
• Interviews
Conduct an audit
• Cultural
• Adjacencies, analogs
• Inspirations
• Industry, category
• Product, business model
• Historical, contextual
Define the audience
• Persona models
• Day-in-the-life models
• Velvet ropes
• Enemy
• Motivations
Meet the audience
• Interviews
• Immersion
• Journals
• Card sort
• Collage
• Sacrificial ideas
Formulate insights
• Pattern analysis & brand tools
• Language and poetry
• Journey map
• Social frameworks
Find ways forward
• Workshops
• Brand tools, principles and processes
• Step-stretch-leap
• Mash-ups
• Takeover
• Brand filter