Strategic Initiatives conducted focus groups and an online survey for Level Ground Trading, to inform the development of a new branding strategy and marketing plan for the company’s coffee products and to determine the market potential for two potential additions to the company’s product line.  The focus groups also provided guidance for the redesign of the company’s packaging, which won the Integrated Branding Award at Communication Arts Magazine’s 2010 Design Awards.  Said Derek Perkins of Level Ground: “The research was definitely an important step in our brand development.  During the process we would often refer to the focus groups.  The feedback from the groups helped to validate our own assumptions and guided our design and messaging.”