Extraordinary made simple
Established in Italy in 1919, IRCA Group backed by Advent International, is one of the world’s leading sweet ingredients brands. It has recently seen substantial growth through acquisition and NPD in categories serving food manufacturers, caterers & professional chefs. With equity fragmented across product brands, IRCA wanted to create a unifying platform to increase corporate brand awareness and enable cross-sell. We found that IRCA’s clients wanted fresh innovation to adapt to new food trends, but also needed to reduce complexity in how they source, manage and use ingredients in finished products.
Phoenix Studios built a brand value proposition that communicates the specific benefit IRCA brings to clients – helping them create extraordinary food for their customers in the simplest way, via a single source that covers multiple sweet and indulgent ingredient categories. The brand promise ‘Extraordinary made simple’ delivers this idea powerfully by both inspiring and reassuring. It suggests that IRCA makes it simple for clients to make something extraordinary for their customers by bringing together quality, innovation and indulgent ingredients.
We created a brand narrative, film and design system based on the concept of ‘The Recipe.’ The narrative and storytelling amplify the different ‘ingredients’ within IRCA, including its heritage, operational excellence, and the expertise of its professional chefs, which together deliver the proof points for the proposition. Using a visually dynamic ‘recipe card’ system, we also crafted a unique mechanism that allowed for content to be delivered. This acted as a platform for showcasing product inspiration, and for IRCA’s international brigade of chef ambassadors to demonstrate simplicity in action.
Extraordinary made simple
Established in Italy in 1919, IRCA Group backed by Advent International, is one of the world’s leading sweet ingredients brands. It has recently seen substantial growth through acquisition and NPD in categories serving food manufacturers, caterers & professional chefs. With equity fragmented across product brands, IRCA wanted to create a unifying platform to increase corporate brand awareness and enable cross-sell. We found that IRCA’s clients wanted fresh innovation to adapt to new food trends, but also needed to reduce complexity in how they source, manage and use ingredients in finished products.
Phoenix Studios built a brand value proposition that communicates the specific benefit IRCA brings to clients – helping them create extraordinary food for their customers in the simplest way, via a single source that covers multiple sweet and indulgent ingredient categories. The brand promise ‘Extraordinary made simple’ delivers this idea powerfully by both inspiring and reassuring. It suggests that IRCA makes it simple for clients to make something extraordinary for their customers by bringing together quality, innovation and indulgent ingredients.
We created a brand narrative, film and design system based on the concept of ‘The Recipe.’ The narrative and storytelling amplify the different ‘ingredients’ within IRCA, including its heritage, operational excellence, and the expertise of its professional chefs, which together deliver the proof points for the proposition. Using a visually dynamic ‘recipe card’ system, we also crafted a unique mechanism that allowed for content to be delivered. This acted as a platform for showcasing product inspiration, and for IRCA’s international brigade of chef ambassadors to demonstrate simplicity in action.
Extraordinary made simple
Established in Italy in 1919, IRCA Group backed by Advent International, is one of the world’s leading sweet ingredients brands. It has recently seen substantial growth through acquisition and NPD in categories serving food manufacturers, caterers & professional chefs. With equity fragmented across product brands, IRCA wanted to create a unifying platform to increase corporate brand awareness and enable cross-sell. We found that IRCA’s clients wanted fresh innovation to adapt to new food trends, but also needed to reduce complexity in how they source, manage and use ingredients in finished products.
Phoenix Studios built a brand value proposition that communicates the specific benefit IRCA brings to clients – helping them create extraordinary food for their customers in the simplest way, via a single source that covers multiple sweet and indulgent ingredient categories. The brand promise ‘Extraordinary made simple’ delivers this idea powerfully by both inspiring and reassuring. It suggests that IRCA makes it simple for clients to make something extraordinary for their customers by bringing together quality, innovation and indulgent ingredients.
We created a brand narrative, film and design system based on the concept of ‘The Recipe.’ The narrative and storytelling amplify the different ‘ingredients’ within IRCA, including its heritage, operational excellence, and the expertise of its professional chefs, which together deliver the proof points for the proposition. Using a visually dynamic ‘recipe card’ system, we also crafted a unique mechanism that allowed for content to be delivered. This acted as a platform for showcasing product inspiration, and for IRCA’s international brigade of chef ambassadors to demonstrate simplicity in action.
