Jess and Ed launched their ambient bone broth, Take Stock, during lockdown. They had a first-class product and a winning business model, but they didn’t have a brand. They understood that to become the category leader, they would need a distinctive positioning, a compelling story and a well-crafted brand identity.

Against British-made Organic competitors, Take Stock seemed expensive. Sustainably made in Norway with clean labelling and the highest nutritional content in its category, we recommended leaning into the brand’s Scandi provenance. Consistently voted one of the happiest countries in the world, our research found that consumer perceptions of Norwegian culture are overwhelmingly positive. We also discovered that Norway has the lowest use of antibiotics for food-producing animals in Europe, including Organic farming.

With a new, more relevant name, we positioned the brand around the idea that Freja natural Norwegian Bone Broth is “a better life filøsofi” on a mission to help people live well, respect nature and eat happy. We created a distinctive tone of voice, messaging matrix, brand style guide and updated packaging to bring the new brand world to life.

Launched in May 2023, Freja is growing 400% YOY and secured £2m in investment from high-profile sports stars and FMCG industry heavyweights. Reactions to the rebrand have been nothing but positive.