The Situation AMF Bakery Systems is the global bakery equipment company behind millions of buns, pizzas, pastries, and other baked goods. After several acquisitions, AMF sought clarity for its customers and itself. In addition to a legacy of best-in-class baking equipment, AMF was leading sustainability measures in industrial baking. At IBIE, the largest bakery convention… Continue reading <span class="meta-nav">→</span>
THE SITUATION Kerry Group, an international leader in taste and nutrition innovation, sought to expand its ProActive Health portfolio of functional ingredients. The €7.4 bn (FY 2021) company’s visionary growth required portfolio-level brand positioning and architecture to elucidate its value. At the product level, Kerry’s spore-forming probiotic ingredient called for branded ingredient positioning and identity… Continue reading <span class="meta-nav">→</span>
The Situation When pet supplement line Huggibles was acquired, the brand owners came to MarketPlace for its rebrand. We (literally) embraced the opportunity to disrupt the online pet supplement space with careful consideration for Amazon as the primary sales channel. Armed with consumer insights, our team got to work repositioning Huggibles as the potent pet supplement… Continue reading <span class="meta-nav">→</span>
MarketPlace Photography Studios In 2019, we made a significant investment, doubling our physical footprint so that we could build out over 1,500 sq ft of dedicated studio space. This new space includes a practical, gorgeous kitchen, used for prep and background alike; an open studio with cyc wall; a wardrobe/prep area for guests; and an… Continue reading <span class="meta-nav">→</span>
B2C and B2B Brand Naming at MarketPlace Everyone understands what a name is. We all understand the basic components of language that combine to form a brand name. Yet naming is perhaps the most misunderstood of all brand disciplines. With hundreds of naming projects under our belt, we know what work a brand name should do, and we know why brand naming… Continue reading <span class="meta-nav">→</span>
MarketPlace Studios In 2019, we built out over 1,500 sq ft of studio space for our video creatives. The space is anchored on one end by a practical, modern kitchen, which we use for shoot prep and background, and on the other by an A/V suite for sound editing and podcasting. Between the two is… Continue reading <span class="meta-nav">→</span>