Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its look to set the stage for its next level of growth.
To bring the new brand promise of “delicious vitality” to life on the shelves, we designed a refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy with bold and vivid color.
The response from key retailers like Whole Foods has been remarkable. KeVita beverages can now be found on the shelves of retailers across the USA.
Informed by qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most; to experience radiant vitality!
Like most early stage start-ups, not enough attention or resources was invested in the initial brand building. After its initial launch, the KeVita brand was struggling to define its value proposition in the hyper-competitive functional beverage category. The product labeling and shelf presence, although bold and colorful, was generic, offering consumers no compelling reason to reach for the brand or retailers to stock it.
The leadership team recognized the KeVita brand needed a stronger, more distinctive brand positioning and promise that retailers believed would win consumers. To grow broader, national distribution, required a complete re-assessment to define where the brand could compete and win going forward.