Purely Decadent

Ensuring loyal customers recognize and accept a new sub-brand is always a concern when extending a product family. To secure consumer acceptance of Turtle Mountain's Purely Decadent dessert, Murray Brand Communications repurposed key visual equities from the company's established flagship Soy Delicious product-line and then introduced a new hand-illustrated background, custom sub-brand typography, and an organic violator reminiscent of a limited edition product. In combination, the new packaging graphics effectively leveraged Turtle Mountain's brand awareness and customer loyalty, while communicating a product deserving of a higher price point.