Accolades:
Cannes bronze design Lion, 360 Brand Identity, 2014
Cannes finalist design lion, Consumer Products Posters and Design, 2014
Spikes finalist design, Posters, 2014
APMA Star Awards, bronze, best use of creative in a campaign

The brief was to create a niche heirloom vegetable brand for Australia's largest supermarket chain, Coles.

We used the odd-looking nature of the vegetables as our point of difference. We called the brand ‘Hatters' to fit their uniquely mad look. We then created quirky profiles for each of the vegetables and a vegetable expert named Livingstone R. Rabbit as our brand ambassador. This was an award-winning campaign, most notably at Cannes for design.

Recipes were developed in partnership with a leading Australian chef, then published in field guide-styled recipe books. Customers were encouraged to grow their own herbs with our seed-impregnated business cards and “Magic Tickets”.

In the first week alone, over 40,000 hatters vegetables were sold, totaling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. And with less than $5,000 spent on PR, we managed to reach over 9.2 million people.

While these vegetables were new and exciting to Australians, they have been here in America for quite some time. You can still explore Hatters recipes on Pinterest.