Over 90% of households have a blender, according to the Association of Home Appliance Manufacturers. It’s one of the reasons we have so many blender products under Savour’s predecessor, Purée. So the challenge wasn’t ‘who would need a blender’, but rather ‘who would want our blender in as many stores as possible’.

We knew from the insights of our sales team about the customer profile of who buys Purée, in Macy’s. They are middle-to-upper-middle class, they shop for brands based on the association with the store, and recently have become more deal-seeking in wanting more discounts without losing quality. We took what worked with Purée and created the same, modern blender under a more premium label, leaning on our brand directors and design team to appeal to both new and similar demographics with a sleeker look and name to match. Our tone in promotional copy was revised, the callouts tweaked, and with a fast turnaround, a new brand was made for potential clients and other retailers: Savour.