The Clearing Creates Branding for Kitchen Store, ‘Sizzle’
Branding consultancy The Clearing has created the brand strategy, name, positioning and identity for Sizzle, a new online kitchen and dining store launched by online supermarket and food retailer Ocado.
Richard Buchanan, director of consulting at The Clearing, said: “We’ve been working closely with Ocado over the last 2 years to develop several non-grocery businesses, and Sizzle is the second to launch. Our strategy for Sizzle was built on positioning the kitchen at the heart of the home.”
He continued, “With competitors focused on the ‘perfect’ table arrangement, we created a more human brand, recognising the importance of the kitchen as the place where we cook, eat, catch-up and connect with those who matter the most – our family and friends. This allowed us to develop clear, defendable territory for Sizzle, building a brand with a strong, memorable identity designed to appeal to an upmarket, specialist audience – people with a passion for food, style and life.”