Froghop are food product development consultants. They help individuals and companies take their food and drink products from idea to finished product.
Challenge
Froghop is a long-term client of Brew Digital, having worked with us in the past to support the launch of their new company, Doghop.
Sadly, the much respected and loved founder of Froghop, Melanie Loades, passed away in 2022. There was a desire by the staff and new business owner to continue her legacy and push the company forward.
They approached Brew Digital for assistance with business diagnostics, wanting to determine the company direction, and reboot the brand.
Solution
Due to our familiarity with the brand, and the collective desire to be sensitive to Mel’s legacy, we proposed a decision sprint to dig into the business case for a rebrand. We wanted to get the staff and new business owner to think about the motivation behind it, how it contributed to their business objectives, and how to do so while retaining what made Froghop great in the first place.
We brought the team together in London for the decision sprint, which allowed for great interactions and dynamics. We started by asking them to look 18-months into the future, and predicting why the company might have succeeded, and why it might have failed. That exercise allowed us to identify what the true strength of the business is; it has a strong heritage, a wealth of knowledge and expertise, and is a reputable brand in the NPD sector.
Result
The decision sprint uncovered both Froghop’s strengths, and the areas of opportunity to refine and redefine the brand so its values and identity are clear.
This in turn led to a realisation that the brand name had value, recognised in the industry as expert partners to food and drink manufacturers. So, instead of a wholesale reboot of the company, a two-pronged approach was proposed instead. The brand would get a visual makeover, allowing the company to relaunch itself in the industry with a fresh aesthetic that denoted its playful yet knowledgeable brand persona. Simultaneously, a new website would be built to better showcase that expertise, and provide a more modern and enjoyable user experience.