Category Archives: Consumer & Retail

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Botto’s Sausage Repackaging

So, this little family business from New Jersey was about to break big. After 50 years of selling fresh, delicious sausages to the Garden State, Botto’s was poised to go national. But before they did, they asked us to help spice up their packaging.

We looked for inspiration in the same place the Bottos did — their heritage. We poured through it all – old posters, family photos, bills of sale, and mounds of branding from the last half century. What it inspired was a look that captured the warmth and history of the Botto family – a legacy of secret recipes and traditions handed down from generation to generation.

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Rebrand & Social Media Execution

Since opening his first restaurant in Philadelphia in 2005 and earning the coveted title of Food Network’s Iron Chef, Jose Garces has become one of the leading Latin-American chefs and restaurateurs—owning a thriving restaurant group that not only operates more than a dozen dining locations across the country, but also boasts a booming events division, a prospering 40-acre organic farm and a successful foundation. Needless to say, the business was juggling many plates. So Garces Group turned to Brownstein Group to develop a brand strategy and new logo that would better unify its many divisions.

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IKEA Coloring Book

Sometimes it’s okay to color inside the lines.

IKEA LED Challenge

As part of their focus on sustainability, IKEA tasked us with creating a game spotlighting energy-saving LED bulbs (the only type IKEA sells in its stores). Against a soundtrack featuring the perfect amount of blips and bloops, the player clicks on incandescent bulbs as they fall, magically converting them to lower energy LED bulbs. At the end of the game, the player is able to see how much energy they “saved” based on their score. To further drive the green message home, the last screen features a “Did you know” fact – a bite–sized snippet about LED energy savings. A fun game, an earth-friendly message. Everyone’s a winner!

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A New Kind of Product Launch

With less than three weeks until the launch and only a handful of advanced samples available, the goal was to build awareness for the online release of La Colombe’s newest product, Draft Latte in a can, and educate consumers on the innovative process that makes this beverage the only ready-to-drink coffee with the real texture of a true latte—complete with a frothy layer of foam.

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IKEA Preparing Digital Brochure

Life at home can get pretty overwhelming at times. But stress not, because the 2014 Preparing Digital Brochure is your new life coach. This user-friendly guide identifies common day-to-day domestic roadblocks and offers up simple solutions that help one stay “ahead of the curve.” From ingenious organizational products to getting comfortable with textiles, each page is chock full of inspiring ideas that make everyday living easier. The brochure is organized around specific areas of the home (e.g., Bedroom, Hallway, Workspace), and even includes a college guide to help students create a home away from home.

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IKEA Refreshing 2015 Digital Brochure

Get Ready. Get Set. Get Creative. Let’s Go! The 2015 Refreshing Digital Brochure takes us through a four-step process (though not necessarily in chronological order) to rediscover the pleasures of spring and summer at home. The brochure begins by guiding viewers through a winter-to-spring swap that uses organizational furnishings to banish clutter and put the new season front and center. Home renovations take center stage in the second section, with a variety of projects ranging from small to large. Next up is beautiful inspiration for a seasonal décor refresh using textile and décor, which is followed by a how-to guide for successful summertime entertaining and backyard lounging that includes everything from outdoor furnishings to cookware to tableware.

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IKEA Refreshing 2014 Digital Brochure

The 2014 Refreshing Digital Brochure turned the spotlight on everyone’s favorite outdoor activity: entertaining. From backyard bbqs to a traditional Swedish midsummer celebration, this brochure puts it all on the table, from furnishings to dinnerware to décor. In keeping with the Refreshing season, a second section is dedicated to quick, easy one-day makeovers for the living room, bedroom and bathroom. The final section takes us out back to “break ground” on some simple gardening projects. Boasting enticing visuals and peppered with helpful tips, the 2014 Refreshing Digital Brochure is the ultimate guide to warm-weather living.

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IKEA 2015 Holiday Guide

For this year’s IKEA holiday guide, we had to fit all of our big ideas and seasonal inspiration into a layout that put mobile users first. That meant rethinking the size of images and amount of copy, as well as the functionality and interactive components. The result was a combination of user-friendly galleries, videos and tips that highlighted how each product can help a holiday home—all woven together through the IKEA Global theme of life in and around the kitchen.

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IKEA 2014 Project Guide

“This year is about making your home work, look and feel better.” So begins the 2015 Nesting Digital Brochure. In this year’s version of our seasonal release, we took a different approach and created a comprehensive “project” guide. With IKEA products as the focus, we promoted quick, simple ways to make home a more organized, beautiful and comfortable place. The guide covers every area of the home, from the bedroom and bathroom to workspaces and kids’ areas. With its inspiring imagery, user-friendly format and concise, insightful copy, it serves as an indispensable guide to a better everyday life at home.

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Voice of the Job Seeker

Beyond, an online career network of more than 40 million members, engaged BG to execute a public relations campaign targeting top-tier national media, business outlets and general consumers. In a struggling economy with substantial competition for inclusion in employment stories, BG had to increase brand awareness and steal share of voice from “household name” companies like LinkedIn and CareerBuilder. We recognized the need to offer reporters something unique from the competition: the voice of the job seeker.

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Verlasso Salmon Rebrand

When most people think of salmon farming, the image they get is anything but appetizing. Traditional salmon farms produced oily, unappealing and environmentally unsustainable fish. Luckily, Verlasso was anything but traditional. Verlasso’s harmonious farming methods were modeled after nature itself. They simultaneously reduced the environmental impact and actually made for a brighter, more delicious fish. Now they just needed people to know about it.

Conventional marketing barely broke the surface of the story we needed to tell, so we devised something a bit more immersive. Using people’s cell phones as a point-of-sale device, we could show how and where each salmon was raised, the environmental benefit of buying it and even offer up some recipe suggestions.

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“Bracketologists” TV & microsite

When ESPN asked to us to promote their Tournament Challenge, an online fantasy game tied to bracketing for the NCAA Men’s Basketball Championship, we asked ourselves, “What would Philly do?” Easy: Celebrate the fans in all their glory. Humorous TV spots directed by “Saturday Night Live” writer Bob Odenkirk worked hand-in-hand with an engaging microsite to introduce the fan-obsessive “Bracketologists.” The result? It was the promotion’s best year ever—unique users increased by 15%, entries increased by 13% and brackets increased by 9%. Boom.

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Collectibles & Art Experience

If eBay was going to launch Auction House Live on their Collectibles & Art page, they needed to infuse some life into the page first. This meant elevating the user experience to match the high-end, authentic inventory that came with their new partnership with Sotheby’s. It meant inspiring trendsetters to unearth vintage finds and engaging art collectors to discover that perfect conversation piece. Through elegant photography and copy that tells a story, we turned Collectibles & Art into an exclusive destination that design-savvy shoppers can trust.

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Comcast Vans

When Comcast came to us, their delivery vans were a little on the dull side. A blank slate—literally. So they asked us to help breathe a little life into their fleet and kick up the excitement. We designed a series of images and wraps intended to show people what HD could really do. The result was a brand-new fleet festooned in scenes of adventure and discovery.

Comcast 20-Minute Advantage Campaign

Time is money.

Comcast Business had a good product. Their reps knew the frustrations that face small business owners and how to help them get the most out of their Internet service. Only problem was: nobody knew about it.

Everyone we interviewed told us the same thing: “time is money.” So we put that idea to work. We asked Comcast if they could help their customers in 20 minutes or less. And their answer inspired a national television campaign.

After a very successful initial rollout and an enthusiastic adoption by the sales force, the 20-Minute Advantage promotion has been extended indefinitely.