The Other Brother

Raising the call to join in the Treat Rebellion for the next generation of baking.

Consumers have a real appetite for indulgent, premium treats but are still choosing wisely. If they’re going to sacrifice calories for treats, then it has to be worth it. The stakes are high in the indulgent snacking segment.

Campbell’s Arnotts were positioning themselves to win with contemporary foodies to deliver the next generation of treats that epitomise contemporary indulgence. The Other Brother Company was created to capitalise on the rapidly growing treating segment by creating a brand that is differentiated and unique and pushed forward the business’s long-term portfolio strategy.

Through our creative and workshop tools, we were able to drill down to bring out the authentic story and drivers that will make this brand an indulgent rebel.  Inspired by the not-so-famous brother of the Arnott’s empire, David Arnott, The Other Brother Company is rough-and-tumble, eccentric and with an attitude that is irreverent as much as it is passionate.

To match the zest and cheeky rebelliousness of the younger brother, David Arnott, we created a brandmark and identity system, along with visual assets to bring to life this vision for treating.

Year

2017

Scope of Work

Strategy & Positioning / Identity / Packaging / Brand Guide / Brand Architecture / Communication Design / Copywriting