Sunbloom, a subsidiary of the Avril Group, is positioned as a key player in plant proteins. Following its acquisition in 2023, the brand needed a new approach to reflect its spirit of innovation and optimise its commercial communication with its strategic targets.
Customer : Sunbloom
Sector: Plant proteins / Sustainable nutrition
Project : Sales Deck overhaul & Strategic positioning
Date : 2024
The challenge
- Modernising the commercial presentation while highlighting Sunbloom's scientific expertise.
- Adapting your message to convince a variety of audiences: R&D, Marketing, Purchasing.
- Highlighting sustainability and innovation without falling into conventional wisdom.
Strategy
We began with an in-depth analysis of the existing presentation and customer feedback. The strategy was structured around three axes:
- Message redesign
- Analysis of the needs of target audiences.
- Identifying competitive advantages
- Building a value-added narrative
- Structure optimisation
- Reduced from 31 to 13 slides for more concise, impactful communication.
- Clear hierarchy of messages: from inspiration (market trends) to proof (concrete use cases).
- Modular content that can be adapted to suit the audience.
- Evolution of the Visual Identity
- Modern design inspired by naturalness and sustainability.
- Graphic consistency with the Avril Group identity.
- Optimised display of technical data.
Implementation
- Brand Identity :
- Modernisation of slides with clean, engaging visuals.
- Visual hierarchy to make key messages easier to read and retain.
- Communication Framework :
- Clearer positioning: Sunbloom, the natural, sustainable answer to protein challenges.
- Highlighting the functional and nutritional benefits of Sunbloom.
- Integration of case studies illustrating successful applications.
- Marketing materials :
- Deck presentation can be adapted to suit different audiences.
- Case studies to illustrate versatility.
- Digital media consistent with the renewed visual identity.
Impact
- Enhanced positioning : A more engaging narrative, tailored to the expectations of decision-makers.
- Brand Recognition : A modernised visual identity, consistent with the values of the Avril Group.
- Sales Effectiveness : A flexible, high-impact presentation that makes prospecting and conversion easier.
Key lessons
- The importance of a flexible message to reach different audiences.
- The essential balance between technical arguments and inspiring storytelling.
- The added value of concrete customer cases to demonstrate the effectiveness of the product.
- The impact of a consistent visual identity to reinforce the credibility and memorability of the brand
