Brand Communication, Interactive Marketing Strategy & Concept Development
The client requested help branding and marketing their new line of flavored milk. They wanted to figure out a way to make milk “cool” again with a younger audience, as well as educate them on health and refreshment benefits.
I led the team as we determined who our target audience was, how we were going to speak to them, and how could we capture their attention.
We developed the brand story and brand essence, then brought it all to life with innovative packaging (aseptic single serve) and interactive marketing (augmented reality and website).
Brand Audit, Communication Strategy, Logo & Concept Development
The client was looking to launch a new line of retail products within the sweet treat aisle. While Krispy Kreme has its brick and mortar stores in some areas of the country, they wanted to reach a new nation-wide audience at their local grocery.
We audited the competition, found inspiration in and out-of-category and strategized how best to create a hierarchy of branding that would pull in a new consumer as well as speak to an audience that already knew and loved the brand.
Brand Audit, Communication Strategy & Concept Development
The client asked us to develop a strategy to unify the line of Victory craft beers. The end result needed to not only move Victory from a “house of brands” to a “branded house” - but also leave room for its innovative products to plug-in.
I led the strategy, as we conducted an audit and evaluated the category, to determine how best to marry the brands, as well as optimize the brand architecture.
Brand Positioning, Essence and Naming Strategy & Concept and Story Development
Brand Communication, Naming & Concept Development
The client requested help with positioning, communication, naming and branding for a new pea protein product they were developing. They wanted to test various hierarchies to see what might resonate with consumers.
We looked at leading with appetite appeal, nutrition and science to varying degrees.
Brand Communication Strategy & Concept Development
In response to the influx of refrigerated, freezer and subscription dog food brands, this client challenged us to redefine the terms PREMIUM and FRESH (within the pet food category) when it comes to talking about kibble.
I led the strategy team as we found inspiration, wrote definitions and developed concepts to bring these new terms to life. The end goal was to create a “premier center” within Chewy.com to enable consumers to identity the top-quality brands.
