Macaw
The world’s largest macadamia nut company, a baking ingredient and bulk nut supplier from Costa Rica, wanted to enter the U.S. retail market with a line of premium whole roasted macadamias to compete head-to-head with category heavy-weight Mauna Loa. The naming and branding strategies we developed draw a clear distinction between this product and the common Hawaiian-grown positioning, capitalizing on the more exotic nature of Costa Rica and celebrating the art and culture of this lushly tropical environment.