Brand
Growth

Brand
Growth

I have worked on a variety of rebranding and positioning projects with the objective of evolving product, packaging and campaigns to be more effective and more relevant to the times and the consumer.

Navitas Organic Rebrand

Example

For Navitas Organics this meant turning a commodity into a brand. We needed to take a category leader with a foothold in natural into a mass appeal brand that was still recognizable but further differentiated from the growing competitive set. We applied consumer research, insights, market data and best in practices design to rename the company, redesign over 200 skus and build a new website, product positioning and consumer narrative.

Result

  • Brand redesign that elevated the company story and amplified the quality and taste appeal of the products.
  • Brought over 30 products to market in 6 years. Launched the brand into four new categories including snack bars, benefit-based boosts and smoothie mixes.
nav-front-bag copy

Front

1. New look Call-out 2. Superfood Seal Our Superfood Promise to provide the highest quality, nutrient-dense, global food treasures 3. Prominent Logo Increased brand recognition of the category leader 4. Clear Product Name Easy-to-read product name carried over from current packaging 5. New Messaging Simple, benefit-driven messaging 6. Organic Dominant call out of Organic and Non-GMO certification 7. Nutrition Tabs Product attribute highlights 8. Fresh, Modern Logo Showing commitment to plant-based nutrition 9. New Brand Name Showing commitment to organic products 10. Plant-Based Reinforcement of plant-based superfood messaging 11. Vibrant Colors Maintained consumer-preferred vibrant color palette 12. Appetite Appeal Product photography and photo-realistic illustration or appetite appeal and show what’s inside.

 Back

13. Navigate the Category with Emphasized Benefits 14. Simplified the Language 15. Authentic Social Responsibility Story 16. Lifestyle focus shifted to a Lifestyle Brand 17. Added Certifications 18. Easy, Clean-Tear Opening 19. Usage Added Compelling Usage Suggestions 20. Nutrition Facts Panel 2017 Compliant

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nav-web-redesign
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navitas-posters

Luna Bar

Example

Example

Example

Example

For LUNA Bar this included reinvigorating a category pioneer. LUNA, the first nutrition bar for women, was facing increased competition in the space and was due for a product and brand refresh. With national focus groups, national polling and syndicated data we pinpointed a new LUNA consumer and brand positioning opportunity. We Implemented brand’s first integrated, insight driven consumer campaign “Feed Your Strength” to re-launch the brand with relevant packaging and messaging. 

Deliverables

Brand refresh was leveraged throughout all touchpoints: packaging, digital and grassroots marketing, website redesign and paid media.

luna-packaging
luna-web-campaign

Your brand is held in the hands, hearts and experiences of your consumers, but you can help them see it more clearly.  

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Likely if it touches marketing, people or product I can be of help. I look forward to learning about your business and rolling up my sleeves to help.

 

Likely if it touches marketing, people or product I can be of help. I look forward to learning about your business and rolling up my sleeves to help.

Likely if it touches marketing, people or product I can be of help. I look forward to learning about your business and rolling up my sleeves to help.

Likely if it touches marketing, people or product I can be of help. I look forward to learning about your business and rolling up my sleeves to help.

Likely if it touches marketing, people or product I can be of help. I look forward to learning about your business and rolling up my sleeves to help.

+1 (415) 366-6171‬

+1 (415) 366-6171‬

+1 (415) 366-6171‬

+1 (415) 366-6171‬

+1 (415) 366-6171‬

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