The journey from a beloved local product to a nationally recognized brand is one of the most exciting challenges for consumer packaged goods (CPG) companies, especially those rooted in vibrant local communities like Asheville, North Carolina. It requires not only growth in production and distribution but also a strategic shift in branding that resonates with a broader audience while maintaining the authenticity that first captured local fans.
Asheville-based CPG brands like The Gourmet Chip Company, Poppy Handcrafted Popcorn, and 18 Chestnuts have successfully transitioned from regional favorites to national players, thanks to thoughtful rebranding efforts. Here’s how they scaled their businesses with strategic rebranding, focusing on key elements like visual identity, messaging, and product positioning.
1. Evolving Visual Identity for a Wider Appeal
When a local brand starts scaling, the visual identity often requires a refresh to appeal to a broader, more diverse audience. The challenge is to maintain the brand’s original charm while modernizing its look to compete on a national stage.
The Gourmet Chip Company embraced this approach by refining its packaging to reflect the premium, artisanal nature of its product. Their rebranding focused on clean lines, sophisticated typography, and earthy tones, which resonated with both upscale retailers and consumers looking for high-quality snacks. The new visual identity helped position their chips as gourmet products rather than local specialties, widening their appeal without losing the brand’s artisanal roots.
Similarly, Poppy Handcrafted Popcorn scaled from a local favorite in Asheville, North Carolina, to a national presence by reworking their brand aesthetics. Their packaging evolved from a handmade, crafty look to bold, modern designs that retain a playful, artisanal feel. This update made the brand more recognizable in larger retail spaces, such as Whole Foods, while keeping the homegrown charm that made Poppy a local favorite.
2. Crafting Messaging that Resonates Nationally
As a brand grows, the messaging must evolve to connect with a national audience. What resonates locally may not have the same impact on a larger, more diverse group of consumers.
18 Chestnuts, a plant-based soup company, started as a local sensation, known for its chef-crafted, wholesome recipes made from seasonal ingredients. As they expanded nationally, they needed to position themselves not just as a local, farm-to-table company but as a brand that aligns with growing consumer demand for plant-based, nutritious, and sustainable food options. By shifting their messaging to focus on wellness and sustainability, while still emphasizing the artisanal nature of their products, 18 Chestnuts successfully captured a larger market share in the health-conscious CPG space.
For Poppy Handcrafted Popcorn, storytelling was crucial in their rebranding process. They maintained a quirky, approachable brand voice but leaned into the narrative of being a “better-for-you” popcorn, which appeals to the growing trend of mindful snacking. The brand’s messaging evolved to highlight its use of simple, high-quality ingredients, while still playing up the fun, creative flavors that first gained local attention.
3. Repositioning Products for Larger Markets
Product positioning is key when scaling a brand. What works locally—whether it’s pricing, distribution channels, or flavor profiles—may not be effective on a national scale.
When The Gourmet Chip Company expanded, it recognized that it needed to shift its positioning from a small-batch, local brand to a national contender in the gourmet snack space. This meant adjusting their pricing strategy to compete with other premium brands on a national level and streamlining their product offerings to focus on bestsellers that would have mass appeal, rather than niche flavors that worked well in smaller markets.
Poppy, on the other hand, leveraged its unique flavors and premium ingredients to stand out in the crowded popcorn category. By positioning their product as an indulgent, yet healthier snack, they were able to carve out a niche in both specialty and large-scale retailers. The rebranding focused on making the popcorn a “gifting” product as well, helping Poppy expand into new channels like corporate gifts and holiday promotions, which fueled national growth.
4. Maintaining Authenticity While Expanding
One of the most critical challenges for brands scaling nationally is maintaining the authenticity that made them popular in the first place. Consumers can sense when a brand loses its core identity, which can lead to disconnection.
In the case of 18 Chestnuts, the company maintained its chef-driven, local farm-to-table roots while highlighting its expansion into sustainable, plant-based nutrition. By staying true to its commitment to high-quality ingredients and artisanal craftsmanship, 18 Chestnuts was able to grow without alienating its core base.
Similarly, Poppy maintained its Asheville roots by emphasizing that their popcorn is still handcrafted, even as its distribution network expanded. The brand’s quirky, lighthearted personality stayed consistent throughout the rebranding process, which helped maintain customer loyalty even as they reached new markets.
5. Leveraging Partnerships and Retail Strategies
To effectively scale, local brands need to explore strategic partnerships and retail opportunities that align with their updated brand identity. This can mean entering larger retail stores, expanding e-commerce capabilities, or even partnering with influencers who can amplify the brand’s reach.
The Gourmet Chip Company expanded into gourmet food stores and high-end retailers where their premium products could stand out. This retail strategy was integral to their rebranding success, as it positioned them as a gourmet option in a crowded snack market.
The Path to National Success
Scaling from a local favorite to a national brand requires more than just ramping up production—it demands a strategic rebranding approach that resonates with a broader audience while staying true to the brand’s original identity. By evolving their visual identity, refining their messaging, repositioning their products, and maintaining authenticity, brands like The Gourmet Chip Company, Poppy Handcrafted Popcorn, and 18 Chestnuts have successfully made the leap from local markets to national prominence.
At Made Outside, we specialize in helping CPG brands navigate this transition, crafting branding strategies that drive growth while staying true to what makes each product special. If you’re ready to take your brand from local favorite to national sensation, we’re here to help guide the journey.
Is your brand ready to evolve or reach more consumers? Start a conversation with us today.
