SprintToSuccess S1E6: The Finish Line

Speaker 1 [00:09] Alright, here we go. Episode 6 of Sprint to Success, The Last Mile. Now, in today's episode, we're gonna be taking you through a lot of things. Most importantly, we're gonna be showing you what the end result of the Super Frau rebrand looks like. Now, in episode 5, we had a very transparent episode, where we showed that the design process is just as much about communication as it is the creative. Along the way, we realized that Melissa and her team weren't getting exactly what they needed to feel confident in their brand. So we revisited the work, pulled everything off of the packaging, and tried to reimagine it in a way that would both execute on the education and the differentiation that we have to create in the category, as well as give Melissa and her team the car that they're so excited to drive once our journey building it is done. And so today I'm happy to unveil that result with you. At the end of this episode, we're also gonna hear directly from Melissa. Throughout this process, you've been hearing from Interact and all of its team members as we share what it takes to get from strategy to design to finalization. But Melissa has been working just as hard as we have, and it's her takeaways from this process that we think is really gonna be valuable to your fellow entrepreneurs. So with that said, I'm going to hand things over to Leah, and she's going to walk us through the final results of the Super Fryle rebrand.

Speaker 2 [01:43] So, in episode 5, we walked you guys through these last 3 rounds of design and brought you up to speed on where Melissa and her team were feeling a bit stuck with these. There was some hesitation around leading with messaging to get people intrigued and want to purchase the product versus leading with a really vibrant, expressive graphic. Ultimately, Melissa and her team felt like leading with something that was really graphically impactful and eye-catching was the best way to go, and that was the best way to bring people in to understand the brand, seeing this really strong hypergraphic and picking it up and learning a little bit more about what it is. So from here, we went back to the drawing board and looked at 3 options to show Melissa and her team. And we really wanted these three options to focus in on strong, compelling, graphically focused design, uh, that really was eye-catching and brought you in to learn a little bit more about the packaging. And these 3 designs look like this. All of these were taking our mountain hypergraphic and our mountain logo, I should say, and turning it into a hypergraphic, allowing it to cut through the pack on options A and B and option C, taking a look at maybe it's just a larger central mark that sort of grounds everything in the center. But ultimately, the pack that felt the strongest to the team was option B. And now, here is the final look at the Super Frau redesign. We're really excited about how these are coming to life and where these finally netted out. Couple of pieces of nuance that we're really digging on and wanna share with you. We really wanted to flip the hierarchy and and lead with personality here, so. Hydrate like a boss with a hint of cucumber lime and tuck things like full spectrum electrolytes and whey hydration beverage down at the bottom, treat it almost as a, a legal copy piece, really loving our mountain graphic, cutting through the pack, um, and really grounding us back into our alpine roots and our alpine story. And then our droplet both in the center of the mountain, and then replicated again in our 0 g of added sugar call out. Really loving how the color and the grit are bringing back to our personality, and again, just leading with that copy that. Really grounds us into Melissa's vision. And all this is coming together into a really beautiful striking pack. Um, taking a zoom out, looking at it on the shelf, you can see how strong this hierarchy is, how impactful this collective mountain range is once all of the bottles are placed next to each other. It really just comes together quite nicely on the shelf. And now, for full layout. We really wanted to push a little bit further on some of these nuances around the brand. So once you get this bottle in hand, you're really understanding why we do what we do. And who the brand really is, talking about our Alpine story, talking about our upcycle story, and really just selling in our natural hydration information. As well as our recycling information, which is great, and This is where everything's coming together. So we are pretty stoked. um I'm really happy to hand this off to Melissa. When we started, as you can see on the left hand side, Melissa's bottle. It was a little bit confusing to consumers and wasn't really explaining what this product is doing for you, really owned on personality, but wasn't really sure who exactly it was talking to. So, once we were able to find the right positioning and hone in on the right way to communicate. To our consumers what this product is, but do it in a way that is compelling to them. It really galvanized who the brand is and who we're speaking to. So, we're really excited about where everything has gone, um, and Really happy to hand this off to Melissa, so she can be the best entrepreneur that she can be.

Speaker 1 [06:21] Well, there you have it, super fro, super new look, and Melissa is super excited to take the brand into the real world. Now, this whole series has been about sharing the agency perspective and kind of taking the curtain away, so that everyone can see what it's actually like to get from initial conversations and strategy all the way to the endpoint, where you've built the brand in hand. But if we're being honest, this has always been about the entrepreneur, and this has always been about Melissa. And we think the most critical learnings are actually going to come from Melissa. The highlights of this, the challenges, her overall key takeaways. So we're gonna hand the mic over to her to share some very honest opinions of what it was like to go through this process and what other entrepreneurs should take away from it.

Speaker 3 [07:15] The process has been Really challenging and fun and uh educational, and it's just been really cool to see how it can go from this concept to something a little bit more tangible and then have this end result that I think everybody can be really proud of and excited to put out into the world and know that. The goals that we're trying to achieve, um, will be communicated effectively, so I think overall, it's been. An excellent process. Uh, I, I'm really grateful for all the patients that interact had with me in particular. In terms of end results, I'm so happy with the end results. I think, you know, I gave you, I gave interact, um. A really challenging task, and they brought their A game to the table, professionalism, really uh digging in deep with me, trying to Um, here. My point of view, um, and understand that. You know, the entrepreneur works very closely with their baby, but they might not necessarily be design oriented or know the communication hierarchy that is most effective on shelf, and, and that's really where interact and their experience and background can come into play. So I'm, I'm really happy, I feel like we achieved um both uh design and communication, which is um something that only real professionals could do in this context. The biggest challenge I think was, um, you know, uh. I am coming at this, um. As a, uh, I'm a little green and in terms of communicating what I want and what I think is important for the brand after working with it so closely over two years, I think that that was, that was my biggest challenge, um, is, is really getting across what I'm looking for and um. Interact did such a great job listening to me and trying to ask the right questions so we could really align and and ultimately we did and and I'm, I'm really happy with how it turned out. Biggest learning I would say is. You know, communication, communication, communication, um, you really have to, uh, Think hard about how you want to. Explain a complicated idea in a matter of seconds. And that's really where um we had a great meeting of the minds and I think our chemistry worked really well together and I think it's really important to to not. To not be a pleaser in this context, to push back when necessary, um, to explain your perspective, both as a designer and as the entrepreneur, and, and really try to understand where everybody's coming from in order to um reach our mutual goals. I think in terms of what other entrepreneurs could learn from this process is really that it is a process. I um. You don't just start with a design. There's so much thought and work that goes into the design, figuring out who your target customer is, how to speak to them effectively, and, and once that's established, it's your North Star and decisions after that point. Are much clearer because you know whether one decision or another is going to effectively speak to that target customer and convey that personality that you uh really narrowed in on. So, I think, uh, That entrepreneurs, one of our biggest strengths is that we do have to have patience because everything takes longer than we expect and nothing goes exactly how we plan it and um. This is a process and working with Interact and seeing how professional they are, what good listeners they are, um, has really shown me um how to be a better entrepreneur going forward. So thanks guys.

Speaker 1 [12:57] Well there you have it. Melissa's unbridled, transparent, amazing thoughts on what the process is like, and of course the end result. We are so excited to see this brand end up on shelves, to compete and to help create Super Frau as a household name in hydration. We've got one episode left, and this episode is really gonna be about what happens to make the brand come to life. So, it's gonna be comprised of two pieces, the art of production, helping entrepreneurs understand a little bit of what happens after you design something on the computer and you have to go and actually print it. And then the second part will be the brand book, showing entrepreneurs all the parts and pieces of a brand and how important it is to have that clear understanding, not just for yourself and your organization, but anyone else that you're working with. So, we'll recap that in episode 7 of Sprint's Success.