Brand launch and marketing strategy

Launching a new specialist food product into a noisy, trend-driven market required more than a strong identity. It needed a brand launch and marketing strategy that built credibility, delivered a digital presence that converted, and communications that cut through. With just two products at launch, no dedicated ecommerce platform and a market crowded with low-carb alternatives, Robert Andrew Bakery turned to us to help them build a scalable brand from the ground up, quickly and strategically.

Strategic thinking, creative delivery and digital expertise – all built to drive sales growth. We delivered a fully integrated brand launch and marketing strategy covering everything from identity to ongoing digital campaigns. Our focus was on clarity, credibility and craft, reflecting the quality of the product while making it easy for customers to find it, understand it, and buy it.

In a marketplace crowded with attention-grabbing graphics, bold claims and overloaded colour palettes, we deliberately moved in the opposite direction. Our aim was to create clarity and stand-out, instead of blending into the cluttered landscape. By adopting a pared-back approach, we placed the product itself at the heart of the brand experience. The packaging and branding were intentionally restrained, using minimal colour and graphic elements to avoid distraction and allow the bread to take centre stage.

The logo mark was crafted as a stylised bread ‘cloud’, symbolising both the lightness and the health benefits of the product. This airy, uplifting form was paired with a logotype designed to convey heritage and authority – qualities that build trust and credibility. Subtle details – such as the gently curved crossbar of the ‘A’– soften the overall impression, ensuring the brand feels approachable as well as premium.

Product-focused imagery is central to the brand – light, clean and modern – evoking a sense of flavour and texture that draws the viewer closer to the product. Pairing the bread with appetising low-carb serving suggestions reinforces this focus, while keeping compositions uncluttered and free from unnecessary visual cues.

Imagery is every bit as powerful as messaging, and striking visuals are central to the brand’s success. We know how exceptional Robert Andrew’s products taste, but our new audience doesn’t – yet. People buy with their eyes, so we partnered with a professional food photographer and a specialist food stylist to capture the freshness, flavour and sheer craveability of the product – dispelling the myth that low-carb means bland.

Our digital-first approach centred on Facebook, where the target audience was already active and engaged, making it the most effective platform for building early traction. We built reach and relevance through collaborations with established and respected food & nutrition influencers, branded content and customer engagement strategies that fed directly into the ecommerce website we had designed and developed for Robert Andrew.

The strategic influencer partnerships, such as with diabetes-focused cookery author Emma Porter, helped position the brand as a credible and informed choice for health-conscious audiences. We also developed the brand’s voice across Instagram and TikTok to support future campaigns and broader reach.

From seasonal promotions to UX improvements and cross-sell functionality, every update is shaped to keep the platform fresh and relevant and focused on sales growth. Automated processes minimise manual effort, while integrated reviews and regular, optimised content updates support both organic growth and conversion. SEO remains central to the strategy, with performance and messaging continually refined to reflect user behaviour and search trends.

The success of the launch campaign and website created real momentum for continued product development. With strong demand, positive feedback and a growing customer base, the brand was well placed to expand beyond the original low-carb sourdough. Offshoot products like a dedicated keto line have followed – a natural progression shaped by customer insight, evolving needs and the strength of the strategy and platform we helped build. By putting the right foundations in place from the start, we gave the client both the clarity and the confidence to scale.