Brand Strategy & Positioning
From a kitchen-table experiment to a three-flavour pumpkin seed butter brand in 100+ retailers, including naming, brand, packaging, supply, and distribution.
100+
Retail doors at launch
3 flavours
Original, Maple Sea Salt, Chocolate
Kitchen → shelf
Concept to retail in under a year
Overview
We were making batches of these in our kitchen to fuel our Triathlon and Trail Running training, and our friends and family started asking us to make some for them. Next thing you know we found a co-packer, developed a brand, manufactured a few palettes worth, and distributed the product as a test in 100+ retailers. Then the pandemic hit….
The Challenge
Pumpkin seeds are one of the most nutritionally dense foods on the planet, yet they had never been turned into a seed butter. We saw a white space in the market for a product that was both delicious and packed with nutrition — and decided to build it ourselves.
Our Approach
We developed the brand from scratch — naming, identity, packaging design, and flavour lineup. We found a co-packer, refined the recipes, manufactured our first palettes, and tested distribution across 100+ retail locations to validate the concept in the real world.
The Impact
We successfully launched three flavours — Original, Maple Sea Salt, and Chocolate — into 100+ retailers before the COVID-19 pandemic disrupted operations. The project validated the product-market fit and demonstrated our ability to take a brand from kitchen concept to retail shelves.
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