Metabolé

Brand creation for an industry-leading food science innovation community.

Client

  • Metabolé

Our Role

  • Naming
  • Brand creation
  • Collateral Design

Metabolé is an organization that brings together business and academic leaders from the worlds of biotechnology and food science to tackle issues impacting the global food chain, particularly in impoverished and third world countries. Quartermaster worked closely with the organization on the creation of both its name and its flagship brand ID. The visual system and positioning we established has served as the foundation for all ongoing communications and event materials. 

A graphic showing the inspiration behind the Metabolé logo; a round meeting table with people sitting at it (represented by dots around a larger circle), then, the addition of seeds to the concept represented by seed shapes around a larger dot, and finally, the final logo icon.
The full, horizontal Metabolé logo shown on four different brand colors including light blue, dark blue, maroon, and beige.
Place setting with silver charger and silverware, with a maroon vertically rectangular dinner menu placed on top that lists the Starters and Dinner options.
A large maroon canvas banner hung outside a large building between two Roman style concrete pillars with the Metabolé logo and headline that reads ‘Innovators for Food and Health’.
Display of various Metabolé branded stationery, including a letterhead, envelope, and business cards.

Vetnique

360 marketing support for this veterinarian-led pet supplements company.

Client

  • Vetnique

Our Role

  • CMO Consulting
  • Marketing Strategy
  • Automated Email
  • Loyalty and Referral Programs
  • Brand Design
  • Content
  • Social Media Management

Vetnique was looking for a new marketing and creative partner to level-up the company’s outward communications, refine their brand identity and position the company more competitively in a very competitive market. 



Quartermaster began with an industry analysis in order to better understand the market landscape and isolate key areas of improvement.  This included consideration for a new automated email strategy to more effectively engage customers throughout the buying cycle and recommendations for upgrading the company’s subscription and referrals programs, in addition to an overall refinement of the company’s printed and digital materials.


Quartermaster rebuilt Vetnique’s email system from the ground up and developed a new set of brand guidelines to align all communications including packaging, website, social, OOH and digital advertising.

Additionally, Quartermaster now supports Vetnique with a full range of marketing services, including organic social media management, paid ads, and ongoing CMO support from our founder.

Various pages from the Vetnique brand guidelines book arranged in a grid at a vertical diagonal angle.
Three views of an email design created for Vetnique for Order Confirmation
“A detailed view of a Vetnique product titled ‘Glandex’ with a silly image of a dog showing its tail and looking backwards, with a full list of the graphic symbols developed for each type of special ingredient used across the product line.
Several social media posts showing the Vetnique products, and lifestyle images of people with their pets.

Barnstorm Foundry

Brand design and marketing strategy for this food science innovator.

Client

  • Barnstrom Foundry

Our Role

  • Brand design
  • Website Design

Barnstorm Foundry collaborates with entrepreneurs and leading scientific and domain experts to launch new businesses that deliver first-in-class health benefits to consumers through foods, beverages, and consumer health offerings. They approached Quartermaster to help create a brand ID that would separate the company from competitors while reflecting their forward-thinking approach.

We accomplished this through an extensive industry analysis, which allowed us to uncover areas of market saturation and unique opportunities within the space. The result is an ID system built around the concept of innovation. The logo features a three-blade propeller, each representing one of the company’s three partners, and how they work together to propel change towards a more sustainable food system.

A billboard on the corner of a large building with the Barnstorm logo in blue that reads ‘Creating the future of food.’
A set of stationery with the Barnstorm branding including a letterhead, envelope, and business card.
Several pages of the Barnstorm Foundry website shown on various device sizes including mobile, desktop, and a tablet.

Jewel Osco

Celebrating ‘local’ in a TV spot for this Midwest grocery mainstay.

Client

  • Jewel Osco

Agency

  • SuperFly

Our Role

  • Content
  • Casting and Production
  • Focus Group Testing
  • Music Supervision

No one knows Chicago like Jewel-Osco. Not Whole Foods. Not Mariano’s. Not Trader Joes. “The Jewels” have been a key part of the community since 1899. These days, grocers are quick to throw around the word “local.” But Jewel owns local. And this Gold Telly-winning campaign puts their stake back in the ground, with a giant city of Chicago flag waving from the top of it.

Case Study | FUNNY WATER

The Challenge

FUNNY WATER and its founders faced the not-so-unique challenge of entering the beverage industry with very little experience in the industry. They needed to understand where potential market opportunities existed and establish both a product and brand identity that would resonate with an audience looking for alternatives to traditional alcoholic beverages. Moreover, the branding needed to differentiate itself from the vibrant, noisy and highly saturated shelf presence typical of competing drinks.

Research & Insights

Even before arriving on a product concept, Quartermaster led extensive market research, identifying opportunities among consumers who were increasingly opting for beverages with lower alcohol content and fewer calories. We noted a major gap in the market for low-ABV, non-carbonated beverages, as most available options were either carbonated or started at higher ABV levels like wines. Additionally, the founders hailed from both the boating and music festivals industries, where there had been an obvious need for a low abv/low impact RTD designed for long sessioning in the sun.

The Solution: Drink Better.

Early Concepts:

Hence, FUNNY WATER the product was born – meticulously crafted to cater to both taste and health-conscious consumers. It features a modest 3.75% ABV and contains no sugar, with only 80 calories per serving. The product line includes seven delightful flavors available in two variety packs: Cucumber Mint, Citrus, Watermelon, Blueberry Açaí, Ginger Lemon, Jalapeño Lime, and Pomegranate. Quartermaster led all aspects of the formulation process including flavor house identification, materials sourcing, and initial co-packer identification.

Several black and white sketches of an early version of the Drip icon for FUNNY WATER.
The final FUNNY WATER logo, including the Drip logo icon.

In stark contrast to the prevalent trend of loudly branded beverage products, we intentionally created a minimal brand identity and irreverent voice for FUNNY WATER, designed to cut through the visual noise on shelves, drawing attention with its understated elegance and clear messaging. The brand design focused on simplicity and clarity, ensuring that the product’s unique selling propositions were immediately apparent to consumers.

Additionally, we focused the brand positioning not on a demographic, but a mindset, encouraging consumers to “Drink Better.”  FUNNY WATER is designed to appeal to drinkers looking to be a little better, recognizing that most of us have been guilty of excessive drinking and overconsumption in our pasts.  The brand embraces our collective history of missteps and fuels the natural human desire to be a little bit better every day.

A FUNNY WATER billboard during daytime that says ‘Join the No Bubbles Revolution’ ‘Flavored water with alcohol and no carbonation’ on a pink background, and has an arrangement of 3D-rendered FUNNY WATER cans in each flavor.
A collage of social media posts from the FUNNY WATER Instagram account.

Press & Awards

The product and brand went on to win numerous industry awards, including gold, silver and bronze medals from well-known industry Proof Awards and Best Packaging Design from DesignRush. FUNNY WATER also garnered an array of trade and consumer press, including Forbes and Marketwatch among many others. The company has been steadily growing since its inception and is now sold internationally, entering the Canadian market in early 2024.

Quartermaster continues to support the brand through all aspects of marketing and creative, including social and digital media, OOH and traditional media, POS, trade marketing, and the continued evolution of the brand’s packaging

A pink social media post created for the FUNNY WATER LinkedIn with a collage of fruit along the bottom, and says ‘Proof Awards Winner 2023; Citrus and Cucumber Mint-Gold; Watermelon-Silver; Blueberry Açaí-Bronze.

Outcome & Conclusion

The strategic positioning and distinctive branding of FUNNY WATER have been instrumental in its successful market entry. The company has effectively captured the interest of its target audience, offering them a novel beverage choice that fits their lifestyle preferences. FUNNY WATER’s focus on humor-infused hydration, combined with a commitment to health and quality, has set it apart from competitors, establishing a strong presence in the beverage industry.

This project exemplifies our ability to translate a founders’ vision into a tangible, market viable, revenue generating product. Through in-depth market analysis, innovative development, a thoughtful brand strategy and innovative marketing, we have positioned FUNNY WATER for sustained growth and success for many years to come.

A trio of images of different young people holding FUNNY WATER cans, wearing interesting stylish outfits.
Six different types of FUNNY WATER merch including a tote bag, bucket hat, t-shirt, hat, hoodie, and fanny pack.
Collage of FUNNY WATER stickers in the shape of a can with various phrases along the side to mimic the actual can design, like: ‘Show me the funny’, ‘Funny side up’, and ‘Are you ok? No I’m funny’.
A trio of images of different young people holding FUNNY WATER cans, wearing interesting stylish outfits and bright, colorful makeup.

Case Study | This Little Goat

The Challenge

Initially when Quartermaster engaged, the company had an established brand ID that was not being expressed consistently or to its fullest potential across channels. The primary challenge was to unify brand communications in order to bolster the brand’s visibility and sales in a highly competitive gourmet food product market. This Little Goat needed to leverage its unique culinary perspective while more effectively communicating the quality and versatility of its products to a broader audience. Additionally, the brand sought to enhance its eCommerce capabilities to improve user experience and increase online sales.

Packaging for This Little Goat’s complete collection of chili crunches, spices, sauces, and crunchy toppings.

Research & Insights

Our initial market research indicated a growing consumer interest in unique, chef-curated kitchen staples that offer both convenience and gourmet quality. Competitive analysis highlighted an opportunity to differentiate This Little Goat by emphasizing the authentic, bold flavors and the culinary mastery of Chef Izard, while also emphasizing her approachable personality and casual style of her award winning Chicago and LA restaurants. Insights from Stephanie’s key brand partnerships, such as those with Lexus and American Express, provided a deeper understanding of the brand’s appeal to upscale, food-enthusiastic demographics.

The Solution: Consistency and Vibrancy

With a clear strategy in place, our team revamped the This Little Goat eCommerce website, optimizing it for better user engagement and streamlined shopping experience, as well as a more compelling design that more accurately reflected the brand’s cartoon driven playfulness. Social media campaigns were tailored to highlight the personal story of Chef Izard and the culinary inspiration behind each product, creating a stronger emotional connection with the audience. And advertising and media spends we’re refined for better online conversion and maximum visibility.

Additionally, our fractional CMO support for Stephanie herself enabled maximization of brand partnerships, enhancing visibility across diverse consumer segments. The development of co-branded packaging, such as collaborations with Hidden Valley Ranch and other celebrity chefs, further positioned the brand as innovative and versatile in the culinary world.

Screen mockups of various pages, both mobile and desktop, from the new This Little Goat website designed by the Quartermaster team

Outcome and Conclusion

The comprehensive marketing strategy implemented for This Little Goat has proven to be a resounding success. Sales have seen a marked increase, particularly in the online segment, and the brand’s partnerships have flourished, bringing new opportunities for expansion and collaboration. The strategic use of digital and traditional marketing tools has enabled This Little Goat to connect with a wider audience, offering them a taste of Chef Izard’s unique culinary vision. This project exemplifies our ability to harness the power of brand storytelling and strategic marketing to elevate an approachable product line in a competitive market.

RESULTS, YEAR 1

98.6% Increase in total E-Commerce revenue YOY

79% Increase in E-Commerce conversion rate YOY

48% Increase in email marketing audience size YOY

28% Increase in social following in 6 months

500+ Social posts

Three bottles of This Little Goat’s sauces in separate frames next to each other, surrounded by their ingredients, each on a flat color background.
Three designs of emails made for TLG, including a summer campaign, March Madness campaign, and Flash Sale.
Blue shipping box with the TLG logo and several of the personified food character drawings on all the flaps, with a packing promo card laying on top that reads ‘Put them on everything.
An email design titled ‘Yum in the Sun’ and various other select social media posts done for the TLG brand Instagram.