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Indie Bay

The Client

Indie Bay Snacks are the brainchild of Dafna Bonas. Fed up with the constant bickering over the snack cupboard in her house, she set out to reinvent the classics, starting with the pretzel. These delicious bites use natural ingredients and ancient grains like spelt to ensure they’re just as crunchy as the original but with added benefits.



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The Task

When we first met Indie Bay they had product and packaging. Our task was to bring that pack artwork to life and raise awareness of the brand. We also wanted to help Indie Bay get further distribution by growing their community and carrying out targeted, tactical activations. Indie Bay were a small startup so being fast and flexible was vital to them, The Clerkenwell Brothers would give them the power of a full agency as they took on the snacking big dogs.



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The Result

We knew we had to get the product into the hands of potential consumers. In the first year we sampled over 100,000 packs at relevant cultural events. We backed this up with a store-based OOH and a summer taxi campaign. Meanwhile, social content brought the packs to life using hand cut scenery and graphic design to highlight the brand’s colour palette.

Our research arm recently carried out a strategic look at their front of pack and made key recommendations to change the messaging hierarchy based on their findings. We work across all their design with the creation of assets from trade shows to taxis that stayed true to the brand identity whilst adapting to the medium it was appearing on.

Indie Bay are now stocked in over 1000 stores and awareness of the brand has increased from 0 to 15% since working with them. We continue to work with them as their creative partners and are leading the campaign to not only design but also launch their two new products this year.

To find out more about our retained work with clients across strategy, social, design and digital advertising then get in touch.



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