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.
The Edison Agency was engaged by Arnoots to develop The Other Brother Company, inspired by David Arnott, the not-so-famous brother of the Arnott’s empire 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 creative workshops, Edison uncovered the authentic story and drivers behind the brand. A brandmark and identity system were developed to match the zest and cheeky rebelliousness of David Arnott. Visual assets were created to bring this vision to life, capturing the spirit of contemporary indulgence. The Other Brother Company is rough-and-tumble, eccentric and with an attitude that is irreverent as much as it is passionate.
