Protobrand Crafts a New Brand Identity for Just Add Cooking

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Protobrand has launched a new brand identity system for Just Add Cooking as part of an endeavor to uniquely reposition the brand in the fast-growing delivered-to-your-doorstep, home-cooked meal-kit category.

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Protobrand’s sensitivity, willingness, and ability to understand our market, customers, and business model have been a tremendous asset in the development of a modern and attractive brand.

Geared to consumers who love to cook, the Just Add Cooking repositioning effort was shaped by a key insight in that consumers have a strong desire to make home-cooked meals, but are often compromised in their ability to do so. From the daily time pressures, to cooking the same old dinners every week, the question of what’s for dinner is oftentimes a source of angst.

As a simple solution to this dilemma, Just Add Cooking provides consumers with a fun and easy way to prepare tasty and healthy home-cooked dinners. Inspired by Protobrand’s understanding of the food category and expertise in mining the human sub-conscious through its proprietary Meta Insight™ methodology, the new positioning for Just Add Cooking is euphemistically captured by the branded expression of “Dinner. Done. Good.”

“By studying the category in the US and Sweden, we saw an emotional white space opportunity to more simply meet the needs of people who enjoy home-cooked food,” says Stephen Hahn-Griffiths, Chief Strategist at Protobrand.

The new visual identity system of Just Add Cooking taps into the authentic sense of fun and simplicity that underscores the brand, while embracing the spirit of creativity and self-expression that people who love to cook are looking for. “By owning the color orange and a water-color visual treatment, we have created a design system that gives Just Add Cooking a contemporary feel, while embodying the essence of what it can uniquely stand for,” says Stephen Hahn-Griffiths.

With a new brand expression in place, Just Add Cooking is looking to accelerate the brand’s momentum. “Protobrand’s sensitivity, willingness, and ability to understand our market, customers, and business model have been a tremendous asset in the development of a modern and attractive brand. Thanks to Protobrand, we are now well prepared for our future expansion with a brand that is aligned with our philosophy and high ambitions,” says Jan Leife, Co-founder of Just Add Cooking.

About Protobrand Sciences, Inc.
Protobrand is an independent research and branding consultancy that offers a unique perspective on emotional insight mining. Through Meta4 Insight – our online application for metaphor elicitation – we mine the human subconscious and uncover the rich, hidden motivations behind people’s behavior. With such insight as a foundation, we craft strategic and creative solutions that result in emotionally resonant brand relationships. Clients include major consumer brands such as Lee, Disney, Marriott, Bank of America, Target, Toyota, and Panera.

About Just Add Cooking, LLC
Just Add Cooking offers flexible subscription based “meal-kit” solutions that satisfy the need for delicious home-cooked dinners. We source, pre-measure and deliver fresh, high quality ingredients and recipe ideas, directly to people’s homes. Our purpose is to enable America to eat well and live well by making it fun and easy to prepare home-cooked dinners.

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Anders Bengtsson
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Protobrand 25
since: 05/2010
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