Happy Krate came to us with the name ‘no huff’ with mission to help local butchers, bakers, green grocers and fish mongers compete online with Coles and Woolworths.
There were three main challenges with the No Huff branding.
Firstly, the No Huff narrative was too much to grasp and confusing, being a reflection on the story of the three little pigs and the big bad wolf.
Secondly, No Huffs presence online was already filled with people smoking marijuana.
Thirdly, there was no affiliation with the good feeling when you support local community businesses.
After speaking with many local businesses and local shoppers, we discovered that the key differentiator needed to be the good wholesome feeling you get when you do the right thing for your community. So we proposed the name change “Happy Krate”, and the narrative change to ‘Supporting Your Local Hero’.
By shopping locally, you are able to put more money back into your local economy, support farmers and get the best quality produce.
Happy Krate also plans to move into other products outside of food, so there new brand does not feature any products that they deliver, only the feeling you get by supporting locals.