Dressd

 

Objective: How do you launch a brand new and totally unknown product into a crowded market with an extremely limited budget?

 

Dressd is a new and exciting salad dressings company based in London. The dressings are completely naturally made with no artificial coloring or additives. They taste delicious and are incredibly versatile.

Offering three flavors, Cucumber and Basil, Roasted Red Pepper and Cayenne, and Beetroot and Horseradish, Dressd is here to help give your taste buds a punch.

Audience

Dressd has three main audiences:

  1. Primary: ABC1 men and women aged 24-40. Working professionals looking for a way to eat well without the hassle of lots of cooking/prepping. 
  2. Secondary: ABC1 men and women aged 18-23. University students looking for a way to eat well with little to no knowledge of how to cook for themselves.
  3. Tertiary: ABC1 men and women aged 41-60. Health and body conscious individuals interested in trying something new.

All three audiences have an overlapping characteristic: they're actively looking for a something that will help them achieve health without the hassle. Dressd is the answer. 

Key Insight

People use their senses when buying food (smell, touch, and sight), but studies show that color in particular can have a large effect on perceived taste, even if the person has never smelled, touched or tasted the product before. 

Strategy

Use the colors of the dressings to translate good taste. The colors of the dressings embody vibrancy, health, quality and personality, all of which translate into good taste. 

Design Look and Feel

The Dressd brand image is vibrant, premium, and punchy--just like its products--with simple labeling to accentuate its overall ease of use.    

Tone of Voice

The color of the dressings carry a lot of personality on their own and so we wanted the copy to concentrate on implying ease of use and brand honesty so to build trust with our audience.  All copy is straightforward - it does exactly what it says on the tin. That being said, these are pink, green and orange dressings so we made sure to keep it light-hearted.  

Social Media Presence

Dressd was launched via social media where people can see the versatility of the dressings in action and engage with the brand.