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Second Harvest
ClientMarudham Spices
DisciplineBrand Strategy
Year2025
Stack & toolsAudience research / AI social listening / Positioning workshop / Naming / Voice guidelines
The brief
Research, positioning and naming for a third-generation spice trader moving from wholesale sacks to retail shelves.
Marudham had sixty years of trust with wholesalers and none with shoppers. AI-led research mapped how people actually talk about spice; the story — a family that still buys at the farm gate — came from sitting with them.
Brand Strategy · Research · Naming · Copy
Process & tools
- 01Map the retail audience with AI-assisted research
- 02Find the true story in the family’s own words
- 03Write the positioning, naming and voice
- Audience research
- AI social listening
- Positioning workshop
- Naming
- Voice guidelines
Brand Strategy01 / 03
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Brand Strategy02 / 03
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Brand Strategy03 / 03
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