Chia
Chia talks to diverging business markets.
When The Chia Company, Australia's sole producer of the super-food Chia seed, commenced a dramatic business repositioning, Hard Hat was appointed to communicate a major shift in direction for the niche health food company. While The Chia Co. had initially focused on developing product formats sold directly to consumers, the decision was made to pursue far-reaching opportunities in the food-manufacturing sector.
Our insightful approach to the brief made it clear that effective communication across two vastly different audiences would be the main challenge, as call outs for 'industrial' or 'manufacturing' visitors were at odds with the company's health and sustainability message. By devising designated 'Our Products' and 'Your Products' zones at thechiaco.com.au, we created a conversational, on-brand approach to seamlessly direct consumer and industry traffic to relevant content areas. We have continued to grow the company's online presence and consumer penetration through the addition of a user-friendly online store and efficient CMS, both cited by the group as invaluable sales and management tools. The Chia Co. now enjoys a versatile, fully integrated e-commerce brand site and is equipped to realise its gutsy commercial and consumer growth ambitions.
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