BIG&J came to Scales after spending a great deal of marketing money and getting little to show for it. As much as they wanted to stand out in the marketplace like a hunter adorned in a blaze orange vest, it just wasn’t happening.

A deep dive into their business resulted in our recommendation that they reposition their line of deer food as a line of deer attractants. One whiff of the product’s unique strong aroma was enough to get us thinking that this new positioning would appeal to a broader market. A total rebranding effort included a new name, new color palette and new logo (the silhouette of a buck with an aromatic detail), which would all serve as differentiators for consumers to better recognize and sniff out the brand.