Stoke Deli were struggling to get their range of pantry staples on shelf at retail despite incredible velocity in their brick and mortar restaurant, where trial drove their CPG business.

We worked to rebrand and reposition their line of deli staple CPG products for success at retail.
With lines out the door, and incredible repeat business it was clear that their secret sauce was more of a “you had to be there” feeling than a core part of their positioning.

We tapped into their candid feel, and blue-collar audience through old school NY deli category codes to position them as a modern nostalgic staple, whilst building a modular graphic style into the design that spoke to their progressive, modern outlook.