Epicworld

Home / Work / Case 09

Case 09: FMCG parent conglomerate

Brand Systems · Naming Conventions · Brand Portfolio Architecture · Purpose Manifestos

The insight

Shoppers are tired of paying for legacy brand names, but scared that cheap means compromising their family. They're hunting for the smart compromise: proof they chose well, not just cheaply.

What was wrong

Nothing was wrong, for once. A major distributor spotted room for its own challenger brand as the regional economy shifted, and had to build one from zero.

What we did

Executive alignment first, then co-creation: naming architecture, brand purpose, manifesto, values, tone of voice, and the direction playbooks to launch behind them.

The result

Launchready challenger identity and portfolio architecture, built from ground zero.

More Brand Systems work

Launching a challenger?

Tell us the category and the shopper you're after. One of us reads it, usually within a working day.

Start a conversation or email advisory@epicworldgroup.com

Case {{ c.num }} {{ cap.title }}

{{ c.client }}

{{ t }}
{{ c.resultNum }} {{ c.resultText }}

The insight

{{ c.insight }}

What was the challenge

{{ c.wrong }}

What we did

{{ c.did }}

Client names and identifying details are changed. The findings, the work and the numbers are as they happened.

More {{ cap.filterLabel }} work

All work
Case {{ r.num }}

{{ r.client }}

{{ r.resultNum }} {{ r.resultText }}
Read the case