Prosper Cashew

TechnoServe helps people lift themselves out of poverty by harnessing the power of the private sector. Its Prosper Cashew project is working to jump-start the West African cashew industry and act as a catalyst for the sector. To maximize impact, this $25 million project needed a brand and communications foundation to inform communications and ensure clarity and consistency for partners. These tools had to speak to the diverse set of audiences across the global value chain, and must also differentiate from peers and key players in the sector.

Two key aspects of the brand development included evaluating the name and defining the brand architecture strategy. Informed by the audit and the strategic goals we recommended keeping the name and implementing an endorsed brand strategy, one where the Prosper Cashew brand could stand alone, yet leverage the equity and credibility of TechnoServe when needed. In addition we recommended developing a visual brand association with the goal to help convey the sustainability story, a message relevant to all stakeholders, and build equity and trust in a West African cashew brand.

Services: Brand Audit / Strategic Brand Platform / Visual Brand  / Message Platform / Marketing Communications Plan