All work
Own the taste
Rebranding a hot product brand for the catering industry
The quick take
Following its acquisition by the Solina Group, OSCAR® evolved from a product brand into a unified corporate brand alongside Puljonki Oy. The strategic challenge was to bring these businesses together under a single, coherent identity. CBC was engaged to define the new OSCAR® brand, developing a clear positioning, tagline and communication platform to support its role within the wider group.
About OSCAR
OSCAR is a leading provider of stocks, soups and sauces to food service professionals ranging from small-scale to industrial production kitchens. With two state-of-the art production in Denmark and Finland, OSCAR® is particularly well known for its premium natural ingredients and products, and its innovative packaging solutions that ensure long-lasting product quality and less waste.
Scope
- Brand transition strategy, including packaging
challenges - Brand communications concept, including a new tagline
- Website design within the existing Solina platform
- Visual identity and corporate brand guidelines
- Corporate presentation
- Design templates: print ads, banners, exhibitions,
brochures, PowerPoint
The ‘Own the taste’ tagline positions OSCAR as the first choice for discerning chefs demanding high standards
Challenge
OSCAR® needed to evolve from a product brand into a unified corporate brand encompassing both OSCAR® and Puljonki®. The strategic challenge was to manage this transition without losing existing brand equity, while establishing a stronger, more coherent identity at group level. This required a clear positioning and brand architecture, as well as practical guidelines to ensure consistent implementation across markets, channels and communications as the new corporate brand was introduced.
Solution
CBC led the strategic development of the OSCAR® corporate brand, grounding the work in deep customer insight into the realities of professional kitchens. This informed a positioning that respects chefs’ craft while supporting consistency and efficiency. The resulting platform, “Own the taste,” reframes OSCAR® as an enabler of culinary control rather than a shortcut. The strategy was expressed through a distinctive identity centred on the chef, providing a clear and scalable foundation for consistent brand communication across markets and channels.
Challenge
Solution
OSCAR® needed to evolve from a product brand into a unified corporate brand encompassing both OSCAR® and Puljonki®. The strategic challenge was to manage this transition without losing existing brand equity, while establishing a stronger, more coherent identity at group level. This required a clear positioning and brand architecture, as well as practical guidelines to ensure consistent implementation across markets, channels and communications as the new corporate brand was introduced.
CBC led the strategic development of the OSCAR® corporate brand, grounding the work in deep customer insight into the realities of professional kitchens. This informed a positioning that respects chefs’ craft while supporting consistency and efficiency. The resulting platform, “Own the taste,” reframes OSCAR® as an enabler of culinary control rather than a shortcut. The strategy was expressed through a distinctive identity centred on the chef, providing a clear and scalable foundation for consistent brand communication across markets and channels.
A new website with easy UX showcases the new-look OSCAR brand identity
A new, easy-to-access design guide to help ensure a consistent, professional brand identity
New design templates show how to keep professional chefs centre stage
A new corporate presentation reflects the new brand’s premium status
The clear, confident visual tone is embodied in all media, from website to product catalogues
“We are more than happy with the results of the OSCAR® rebranding journey we made with CBC. I had previous experience of being a client of the agency, and knew they could deliver on this challenging project.”
Vanessa Leon Toft,
Head of Marketing and Customer Service
Head of Marketing and Customer Service
