Helping a great product find its way.
skinnypasta™ was the creation of two sisters who were yearning for a pasta that was ridiculously healthy but didn’t taste like it. They went to market under the name skinnypasta™ to much success. However, as the brand matured, attitudes and cultural perceptions of the word “skinny” changed. This created considerable challenges for a company that, at its core, promoted health and nutrition. The word no longer lent the brand an exciting buzz factor, but rather a negative connotation and didn’t align with the core brand values.
We helped identify the fact that their consumer base wasn't the kale-for-breakfast sort, but rather a more relaxed purchaser who was looking for something he or she could feel good about eating and feeding to their family.
After a lot of very enjoyable product testing, and some time spent lurking in the aisles at the grocery store, noodi was cooked up. Knowing the product was nude, honest, transparent, and genuine, we set out to identify what that looked like.