Living Intentions

by cobb-admin | Jan 6, 2019

Case Study

Living Intentions

What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?

Agency: RETAIL VOODOO

COMMUNICATING BRAND VALUES ON PACK

Solution

Redefine raw food as a flavor-forward snacks that have been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.

My Role



Brand Strategist



Audience Analyst

Copywriter

On-Pack Messaging & Copy

Final Product

Outcome

In Category @ Whole Foods

GET IN TOUCH



Portland, OR / Santa Rosa, CA / Remote Everywhere



chris@chris-cobb.com



503-765-6437

MAKR

by chris | Feb 19, 2022

Case Study

Made by Makr

How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?

Agency: FINE DESIGN

Seeking culinarily-centered, destination-driven foodies.

Solution

Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.

My Role



Audience Analyst

Copywriter

Copywriting Snapshot

IRL Composites

I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.

Seattle WA Site

Healdsburg CA Site

Marketing Archetype

Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.

Final Brand Book Version

IRL Composites

IRL Archetype

Outcome

IRL Composites

Markets

Clear Target

GET IN TOUCH



Portland, OR / Santa Rosa, CA / Remote Everywhere



chris@chris-cobb.com



503-765-6437

Mizuno

by cobb-admin | Jan 6, 2019

Case Study

Mizuno

How can a brand authentically rooted in Japan find a new audience in the United States?

Agency: STORI

MADE IN JAPAN. SEEKING AN AUDIENCE IN THE US.

Solution

Mizuno is a widely respected brand everywhere in the world but is relatively unknown in the U.S. So the task was simple — write the story of an established Japanese footwear brand in a way that appeals to a U.S. audience.