RATG Brand

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Objective

Over the years The Run-A-Ton Group has evolved but there brand has not. Our goal was to take a new approach and position to the RATG ‘s brand and digital presence.

Our goal ai to evolve and refine the companies brand into a modern, scalable brand that’s in alignment with the companies current and future focus. And that meant looking at the way to the company is structured as well as the brand.

 

 
 
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Insights

What we learned from our stakeholder interviews is that they wanted to specialize in everything AND specializing in all types of baked food categories. They really didn’t have a focus — but they had a story that wasn’t being told. The RATG is a small NJ baked goods company that took chances and focused on quality. Our plan was to leverage their strengths to tell their story in a “small town”, yet “big city” way.

 

 
 
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Branding

The new position statement allows them to scale as they acquire new products and brands. And, the tagline plays into the fun playfulness that the brand exudes; Enthusiasm meets food. Ingredients to fit any lifestyle.

Below is an example of the new proposed brand structure based on types that compliment the new position; Foods with Lovability, Foods with Sustainability and Foods beyond Possibilities.

The logo’s are a step way and above where they currently were and are aligned to the position statement the client choose.

Then, we create 3 moodboards that capture not only a visual representation of what we envision for them but an approach from a messaging perspective as well.