Cajun uses a regional brand voice that matches the origins of its products. This voice helps people connect with the local, small-batch approach to each product that Cajun takes and feel like they’re experiencing a piece of the culture hundreds of miles away.
This brand voice is informal and draws on the local way of life in the USA. It also matches up to the owner of the company, who got the business off the ground and made the company into the success it is today in the Southeastern United States.
Cajun uses a brand identity that speaks to the local culture that perfected the products. It uses over-the-top elements, much like the French Quarter, which serves so many of its bloody marys. This mix of old-world classic and new-world charm makes a strong identity.
Beyond the old-world fonts and colors, Cajun employs a mix of identity elements that reflect the transformations undergone in the region over the decades. The identity evokes the traditions whenever someone sees it.
Cajun promises a taste of traditional foods from Louisiana through its high-quality, small-batch, and seasonal process. The company delivers exceptional food now and plans sustainably to continue the tradition.
Local – Cajun believes that the best ingredients for local dishes come from local sources. Therefore, the company follows a farm-to-table philosophy.
Seasonal – Cajun firmly believes that every ingredient has a time when it tastes best, and rushing preparations only dilutes the taste. The company follows a seasonal schedule.
Traditional – Cajun delivers a taste of days gone by with dedication to quality and authenticity. Each product uses time-tested recipes.
Flavor – Cajun believes people can taste the history of each product when it’s made just right. The company prides itself on packing in the flavor.
Cajun aims to reach local customers as the company currently has limited distribution. The typical customer enjoys Louisiana culture, shops in local markets, and wants to recreate something they experienced in their formative years.
Cajun’s typical customer is in their 40s, with a skew slightly towards women. These individuals are more likely to have grown up in Louisiana and appreciate the straightforward, home-cooked approach to the products. These products are also meant to complement other Cajun-style foods for a traditional meal approach.
Cajun positions itself as an accessible source of authentic Cajun delicacies. This branding plan ensures the company can reach its most likely consumers, who may be middle class or below, but appreciate a taste of the traditional foods they grew up on.
Over time, Cajun plans to expand into more mainstream visibility gradually. Currently, the local market approach is serving the company well, but the branding agency had to consider this expansion in design.