Case Study | Cornucopian Capital

The Challenge

Early Concepts:

Cornucopian Capital faced a significant branding challenge within the competitive landscape of investment firms focused on health and sustainability. The company needed a brand identity that separated them from the prevalent use of green color schemes and repetitive seedling imagery amongst their competitors, but also a visual system that encapsulated their deep commitment to advancing human health through revolutionary food science.

Five early ideas for the Cornucopian Capital logomark, shown in white on a black background.

The Solution: The Colors of Humanity

To carve a unique path in a crowded market, we focused on colors and imagery that evoked humanity and the personal impact of Cornucopian Capital’s investments. We selected a color palette that reflects the various facets of human life and health. The palette consists of warm, rich, and vibrant tones, suggesting diversity and vitality. These colors stand in stark contrast to the typical green tones and plant imagery used by competitors, positioning Cornucopian Capital as a firm truly focused on the end user.

Inspiration

A major breakthrough in this project came from the concept of natural parallels — a visual strategy that draws insightful connections between human biology and food structures. 



We developed a series of striking visual parallels that included:

Extreme close-ups of human skin and honeycombs next to each other, on a half pink, half coral background.

Honeycomb and Human Skin

A close-up of a honeycomb was paired with a similar pattern found on the surface of human skin, emphasizing the intricate systems that operate both within us and in the food we consume.

Extreme close-ups of peach fuzz and human skin with goosebumps and tiny hairs sticking out

Peach Fuzz and Human Hair

A detailed image of the fine hairs on a peach mirrored against an image of human skin hairs standing on end, highlighting sensory responses and textural similarities.

Extreme close-up of a blue human eyeball with hazel center and small pupil, and a blue and yellow nebula in space

Eye and Galaxy

A close-up of the human eye was juxtaposed with an image resembling a far-off galaxy, suggesting the vast potential and complexity of human vision and perception, akin to the exploratory nature of Cornucopian Capital’s investments.

An angular tilted layout of pages from the Cornucopian Capital brand guidelines

Outcome & Conclusion

The rebranding initiative was met with enthusiastic approval from Cornucopian Capital and its stakeholders. The innovative use of imagery and color not only distinguished Cornucopian Capital from its peers but also deeply resonated with their target audience, drawing clear lines between their investment focus and the universal principles of biology and interconnectedness.

This strategic overhaul resulted in a measurable increase in brand recognition and engagement from potential partners and investors. The visual strategy enhanced the firm’s narrative, allowing it to communicate its unique philosophy and investment approach clearly and effectively.

In conclusion, Quartermaster’s branding solution for Cornucopian Capital illustrates the power of thoughtful design and strategic positioning in distinguishing a brand in a heavily saturated market. This case study underscores our commitment to delivering impactful and meaningful branding that not only captures the essence of our clients’ missions but also drives their business forward.

Four open book pages showing various designs created with the final Cornucopian Capital branding, in maroon, dark blue and beige
Four phones in a row showing various pages from the new Cornucopian Capital website, demonstrating its successful design across multiple device sizes.
Several oranges filling the frame completely with text overlaid that says ‘Building a human-driven tomorrow.
Two phones next to each other with different pages from the Cornucopian Capital website, and a different page from the website shown at a larger size.
A display of the Cornucopian Capital branded letterhead, on top of a branded folder, with dark purple envelopes.

Case Study | Starlyng

The Challenge

Early Concepts:

The primary challenge was to create a name and brand identity that steered clear of the heavily saturated military-inspired branding common in the drone defense industry. The goal was to establish a distinctive presence that communicated effectiveness and innovation without resorting to the clichéd motifs of shields, and the typical blue and gray color palettes. Furthermore, the business’ name needed to reflect the company’s consumer and commercial enterprise focus vs. many of their competitor’s military applications.

Solution: Look to Nature

Our creative journey began with an in-depth exploration of macro themes, leading us to nature, and more specifically, the Starling—a small bird renowned for its captivating murmuration patterns and its unique diet of insects, specifically, bees. This natural phenomenon of coordination, strategy, and sustenance provided a perfect metaphor for the company’s Drone Defense technology. The bird’s ability to move in harmony and its means of sustenance paralleled the proactive and coordinated defense mechanisms against drone threats.

The naming process inevitably resulted in a slight modification of its inspiration –  “Starlyng.” This name not only pays homage to the eponymous bird, but also encapsulates the essence of the animal’s agility, coordination, and protection, positioning Starlyng naturally as a leader in its field.

Inspiration

In developing Starlyng’s brand identity, we consciously decided to break away from the industry’s norm of military references. Instead, we chose a vibrant high-contrast yellow and black, symbolizing caution and vigilance, essential attributes of the technology. This choice of color also served to differentiate Starlyng in the market, making the brand visually distinct and uniquely memorable.

The use of yellow also implies a sense of innovation, alertness, and safety. The identity extends across all touchpoints, creating a cohesive and impactful presence that stands out in a crowded marketplace.

Yellow and black duotone image of tractor in a field with white wavy horizontal lines behind it.

Outcome & Conclusion

Starlyng’s brand creation has been instrumental in positioning the company as a trailblazer in the drone defense industry. The thoughtful naming and distinctive visual identity have effectively resonated with the target market, setting Starlyng apart from competitors and establishing a strong foundation for recognition and growth.

The Starlyng project exemplifies Quartermaster’s ability to think outside the conventional branding norms of an industry, creating a unique and compelling layered brand system with conceptual depth and intent. Through research, creative inspiration, strategic thinking, and a deep understanding of our client’s vision, we crafted a brand that positions Starlyng for lasting success in the global market.

Animated expression of the lines of symmetry used in the final Starlyng logo.
Black, blue and yellow squares with the Starlyng icon on them and horizontal wavy lines.
Grid of pages from the Starlyng brand guidelines at a vertical diagonal angle.
Magazine ad mockup for Starlyng showing a drone flying over a city with graphic wavy horizontal lines and the headline ‘The leader in municipal and commercial sky security solutions’.
Starlyng branded stationery set including folder, letterhead, business cards, envelopes, and greeting cards.
Macbook laptop open to a page on the Starlyng website on a white background.

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.