M.L. Orchards, one of the world’s largest macadamia nut manufacturers approached Cuker to help launch a new Macadamia Nut brand. This project started with a unique idea and a zip lock baggy with macadamia nuts. The idea was that most macadamias are sold as dessert treats or chocolate covered snacks and M.L. Orchards wanted to be different offering healthy savory seasoned nuts and sweet fruit and nut clusters. The vision was that they would be packaged in easy portable and resealable packages for the modern, healthy conscious, active, and on-the-go consumer. With that idea in mind, the client gave Cuker a zip lock baggy with a sample of the nuts and it was our task as the agency to do the rest! Build the brand, the packaging, the POP, develop the website, and create the integrated marketing strategy for taking the brand to market. We love the opportunity, and starting with a blank canvas we went through a fun and rigorous creative process to launch the new brand.
Delivering A Hawaiian Brand
Our main objective was to create a genuine, unified personality and story for the brand. After conducting an in-depth competitive analysis and traveling to Hilo, Hawaii to experience the orchards and culture firsthand, the Royal Hawaiian brand was born. We created the Royal Hawaiian brand on three basic beliefs: Live Well. Live Long. Live Aloha. We then developed a logo package and two custom hand-drawn fonts. This was followed by editorial and product photo shoots. All post-production was done in-house.
The Goodness Inside
We translated the Royal Hawaiian brand into a packaging system that was unique, fresh and authentic. Our desire was for each bag to feel handcrafted, colorful, healthy and high-end. The packaging also needed to speak to the Hawaiian character of the brand without feeling too touristy.
Creating the brand online began with wireframes, copywriting and website development. The website design needed to be functional and intuitive, while still maintaining the rich characteristics and visuals of the brand. The perfect balance was found and the site was brought to life.
Spreading The Aloha Spirit
The website was marketed on search engines to increase brand exposure, drive traffic, and direct purchasing customers. Social media was paramount in sharing Royal Hawaiian with the world. We created custom Twitter and Facebook pages, and developed a creative social media strategy to further share the Royal Hawaiian story.
We designed and developed a beautiful yet powerful eCommerce platform with advanced features like alternate images, product reviews, shipping quotes, warehouse integration, and a one-page checkout.
In just a few short months since the Royal Hawaiian brand launched, their macadamia products are now being carried by some of the most prestigious retailers, such as Cost Plus World Market, Bed Bath & Beyond, Walgreens and Albertsons.