Company’s Coming—Canada’s best selling line of cookbooks—had expanded it’s product line since 1981. They maintained a core fan base, many of whom were fanatical about the books. Newer titles from the company use modern photography, international ingredients, and fresh recipes. While their core demographic remained strong, they were looking to grow their popularity with younger demographics.

I was tasked with examining the point-of-purchase displays, redesigning the displays, and developing copy to attract consumers. The new material could not, however, alienate the existing consumer. Additionally, new lines of books were being released that were not strictly cookbooks. I initiated an exhaustive internal research phase to help understand the Company’s Coming brand, the challenges it faced, and the brand’s selling points. From this research phase, I developed a tagline concept and direction for the brand that was inclusive of the entire product offering, and its consumers.

The new direction was flexible and customizable, and re-energized a very committed and passionate staff at the company. The tagline invites consumers back into the kitchen at the start of a recession era. At a time when consumers are looking for ways to save money and have low levels of confidence in the kitchen, the Company’s Coming brand is now positioned to inspire the consumer.

"The 'Make it' tagline is just as big for us as 'Just do it' was for Nike."
—Grant Lovig, President & CEO

Art director: Bryan MacNeill
Copywriter: Dale Bochon