Erewhon Brand Audit

Strategy

THE ASK:

• Provide brand recommendations for Erewhon.

• Help Erewhon increase brand love.

INSIGHT:

• Lack of authentic and ‘human’ elements in the brand and shopping experience.

• They claim to be a sustainable brand, but it’s not always clearly conveyed.

• Being perceived as not just a grocery store, but a lifestyle.

• Seen as a status symbol and a luxury brand.

• Established itself as something desirable that people want to identify with​​

THE APPROACH:

• Present Erewhon as an authentic and sustainable brand through storytelling to promote brand love and loyalty.

• Authentic/human element: collaborate with local vendors by using their products and sharing their stories/backgrounds in Erewhon stores.

• Sustainable element: tell a story of what their operations look like from manufacturing to retail and how it’s sustainable; utilize reusable and recycled materials in their products.