Crafting an organic brand.

When J&J Snacks wanted to enter the frozen organic food category, I worked with their agency to help craft the new brand name. After conducting a competitive survey, I identified the notion of “Truth” as a simple yet resonant concept among organic shoppers.  In order to create a more defensible brand name, and to convey a more modern feel, this theme was spelled as TRU, which has since expanded beyond desserts to include a full array of frozen organic products.