Flavor Atlas:
Launching Our Own Trend-Tracking Brand
With food trends constantly changing, Marlin Network developed Flavor Atlas as a tool to help internal agency teams and external food clients identify and track the shifting flavor landscape and its opportunities.
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Marlin Network launched its proprietary, trend-tracking brand through a collaboration of agency creative, culinary and insights services.
The Point
Ownable, Topical, Relevant, Flexible
Marlin Network needed a way to package and communicate the emerging, popular and mainstream flavor themes Flavor Atlas identified. At the same time, the tool itself needed an ownable brand, logo identity and launch materials. The services of Creative, Culinary and the Insights/Planning team all worked in tandem to achieve the goal.
The Plan
Establish a Brand Identity and Create Materials Inviting Flavor Exploration
Using the same brand development process we utilize for our clients, we first identified the Flavor Atlas brand personality and promise and set to work envisioning the imagery and verbiage that would bring it to life.
The Idea
An Artichoke?
Once upon a time, some curious soul must have seen an artichoke and wondered what it would taste like. This gustatory curiosity led to one of the world’s great culinary discoveries—and this fearless curiosity captures the spirit of our flavor explorers as they uncover what’s new, interesting and ripe with potential for the menu and the shelf.
The Payoff
More “Flavor-Informed” Internal Teams and Clients
The Flavor Atlas branded tool is now an integral part of our agency and client innovation efforts—from culinary concept generation to strategies for product development and positioning in the retail and foodservice marketplace.
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From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.
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