A food scientist, a competitive barbecue champion and a cross fit enthusiast walked down the condiment aisle. And he didn’t like what he saw.
Matt Richard decided he was tired of choking down lackluster sauces just to adhere to his calorie counts. When he realized he could provide a solution to his own problem, he went to work on a new product line.
And we went to work on a brand, a name and a strategy to bring it all together.
INTRODUCING THE FITNESS FOODIE
Our audience analysis quickly revealed that Matt is not alone. There’s a common thread between those who count calories and those who cherish them. Whether in food or fitness, they demand excellence. And they understand the connection.
We dubbed our core audience the “fitness foodie” and constructed the brand around their sensibilities. They respond to a crafted approach, but they demand substance to fit the aesthetic.
Each label prominently features the calorie count alongside a custom product description that taps into our shared mentality.
A CAREFUL SELECTION
THE INITIAL ORDER OF SAUCES SOLD OUT IN 10 DAYS
With an initial launch of two sauces, a ketchup and three spice rubs, Halo + Cleaver debuted on shelves in early 2019 with plans for additional products and wider distribution to follow quickly.
In the meantime, you are welcome to order online at haloandcleaver.com and impress the guests at your next barbecue.