Trespassers William

And so that kind of led to, with all this kind of brand strategy work done, built the foundations for the actual identity.

One of the things that... kept coming back to was these allergens themselves, these 14 major allergens, and how to relate to the audience in a way that educates people who don't already know about the allergens, but then how do we speak to people who are very familiar with them? And at first there was this idea that, okay, what if we come up with these like food bandits? So these are the allergens that have been cast away from many a diet, but they can still wreak havoc when people accidentally eat them.

And almost kind of like menacing characters.

Yeah.

So also this then kind of led to the thought of what would be some comedic ways that you could banish these food bandits? So is it edamame on one of these spinning wheels with daggers being thrown at it? Is it a pint of milk that has arrows stuck in it and it's bleeding milk? Just kind of humorous ways to reflect the fact that people in this community need a way to get rid of these things from their diets.

But the thing about that was that was our villain of the brand story.

Who is the hero and how do we represent this hero? And that's where I moved into this idea of could we have a brand mascot that represents the advocacy and the guidance on food allergens? And so there was this character idea called Nom, who is this mouthy brand mascot who kind of can do both.

So with Ant, we came up with different characterizations of NOMs.