The Ginger People USA

Client Ginger People Group
Industry Food + Beverage, Retail

In the late '90's, The Ginger People approached us to create a brand for their vision of launching a range of gourmet ginger products into the US market. Ginger was a little known flavour in the country at the time. Our challenge was to create a friendly and inviting brand that would appeal to and educate wary US consumers to experiment with ginger and discover its benefits.  

Our solution to base the brand around a series of ginger characters i.e. 'ginger people', tapped into the American culture and love for character-based marketing and helped people identify what ginger looked like - in a unique, memorable and endearing way. Rather than be put off by what is essentially a weird looking and knobbly root, potential customers were enchanted and entertained by it, enough so to give it a try.

The idea was so popular that the company’s first product line was named and advertised as one of the USA's 'Top 10 New Gourmet Products' for that year. Their late entry into the coveted competition meant that they were judged on packaging alone - and won. This recognition helped them gain distribution around the US, with expansion to Canada, Europe, Australia and the UK ensuing. They became and still are, the World's #1 ginger brand.

The world of the 'ginger people' grew rapidly, expanding to sweet treats, savoury products and beverages. Over the years, we've had great fun creating over 50 ginger characters and products. 

An intrinsic part of the Ginger People's success has been its commitment to sourcing the finest quality organic ginger which they sustainably harvest in partnership with small scale farmers around the world. From farm to market, they support over 500 farmers, factories workers and staff in the premier ginger growing regions of the world. Although the Ginger People's staff and manufacturing facilities have grown exponentially to meet demand across the world, the company's leadership and vision remain a family affair with the brand (and its cute characters) a central and beloved asset. Their determination and passion to share the many virtues of ginger through high quality, natural and ethically made products, has meant people all over the world now enjoy its healthful and tasty benefits.  

Discover the amazing world of the Ginger People and the products we've had a hand in creating with them over the years right here.

"We searched the world to find the right designer to bring our Ginger People brand to life. We found it in Firstnature."

Abbie Leeson, Founder

Scope

Branding & Strategy
Packaging
Print
Merchandise
Copywriting
Tradeshows & Exhibits

Results