Pax Pretzels

New York, New York // Ground-Up Brand Build

The Challenge

United in pretzel dough 

Pax Pretzels is a story of America. A story of unity. A story of immigration and peace. All twisted up and delivered in unique, flavorful pretzels, straight out of New York City.

Food brand logo design

The Strategy

Pax Pretzels isn’t just another food brand. It’s a food brand with big dreams. Unlike so many food businesses that start out as brick & mortar or cottage industry enterprises, Pax Pretzels aims from the beginning to enter the COVID marketplace—into a heavily disorganized industry primed for innovation—with a model that not only distributes amazing goods, but also amplifies immigrant chefs’ stories, unifies customers as Americans and part of a global ideal, and gives back to immigrant / refugee communities.

That’s a big deal! To plot that course, we will undertake:

  • Signature / logo design and palette selection
  • Tagline development
  • Brand brief and style guide
  • Persona development
  • Competitive and market analysis
  • Defining key marketing channels
  • Business development, including sales and lead-gathering strategy
  • Crafting brand story and goals
  • Identifying nonprofit, manufacturing, and distribution partners
  • Packaging design, including labels and poly bags
  • Developing Kickstarter campaign and VC pitchdeck

  • Video services, including brand videos and storytelling videos for featured chefs and partner organizations
  • Website design, including user experience (UX) design and user flows, e-commerce buildout and subscription model, SEO best practices
  • Email marketing / omnichannel marketing development
  • Landing page designs
  • Digital graphics, including social media
  • Content development and product organization
  • Launch campaigns
  • Post-launch planning and product rollout