Talk about a growth spurt. By early 2003, the newly formed Mastertaste—a Kerry Group company that develops and manufactures food and beverage flavors—had acquired eight other companies. The result was a remarkably capable organization obscured by a cloud of competing brand identities.

Mastertaste knew it needed to stake its claim in the marketplace. Slack Barshinger was hired to help develop a sustainable branding campaign that would define Mastertaste for its external and internal audiences.